{"id":11243,"date":"2018-05-29T23:28:19","date_gmt":"2018-05-29T23:28:19","guid":{"rendered":"https:\/\/courses.lumenlearning.com\/wmintrobusiness\/?post_type=chapter&p=11243"},"modified":"2018-07-10T16:04:38","modified_gmt":"2018-07-10T16:04:38","slug":"outcome-how-businesses-use-information","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/wmintrobusiness\/chapter\/outcome-how-businesses-use-information\/","title":{"raw":"Outcome: How Businesses Use Information","rendered":"Outcome: How Businesses Use Information"},"content":{"raw":"

What you\u2019ll learn to do:\u00a0discuss ways in which information is used in an organization<\/h2>\r\n

A Winning Hand for Caesars<\/h3>\r\nIf you enjoy gambling and want to be pampered, the Las Vegas Strip is the place for you. In November 2010, Harrah\u2019s Entertainment, Inc. changed its name to Caesars Entertainment Corporation. The Harrah\u2019s name will still be one of the newly named company\u2019s primary brands, in addition to Caesars and Horseshoe.\u00a0The four-mile stretch is home to some of the world\u2019s most lavish hotels and casinos, each competing for its share of the thirty-seven million visitors who pack the city each year.[footnote]Kyle Hansen, \u201cLas Vegas Records 2.7 Percent Increase in Visitors for 2010<\/a>,\u201d\u00a0Las Vegas Sun, February 8, 2011, \u00a0(accessed November 14, 2011).\u00a0[\/footnote] The strip offers\u00a0a smorgasbord of attractions. At the luxurious Mirage, you can witness the eruption of a seventy-foot volcano every quarter hour. The five-star Bellagio resort boasts a $300 million art collection (including Picassos and Van Goghs). There are star-studded shows, upscale retailers, and posh restaurants with award-winning chefs. You can relax at pools and spas or try your luck in the casinos.\r\n\r\n[caption id=\"attachment_3429\" align=\"alignright\" width=\"350\"]\"Aerial Las Vegas, Nevada[\/caption]\r\n\r\nSo how does a gaming and entertainment company compete in this environment? If you\u2019ve ever been to Las Vegas, you know that a lot of them erect mammoth, neon-bathed, brick-and-mortar casino-resorts. A few, however, do what Caesars did in the late 1990s: they invest heavily in technology and compete through the effective use of information. What kind of information? Marketers at Caesars collect information about the casino\u2019s customers and then use it to entice the same people to return.[footnote]Does the strategy work? Caesars is the world\u2019s largest casino entertainment company in the world. Caesars, \u201cCompany Information<\/a>,\u201d (accessed November 14, 2011).[\/footnote]\r\n\r\nThroughout this module, we\u2019ll refer back to\u00a0the information needs of Caesars\u2019s top executives, managers, and other employees. We\u2019ll examine the ways in which companies use technology to collect data and generate\u00a0information that can be used at every level of the organization.\r\n\r\nThe specific things you\u2019ll learn in this section include:\r\n