![]() The application and database servers housed there can dynamically fail over to servers at a data center in Memphis. The company can meet the latter goal with its recent opening of a new data center in New Jersey, he said. Some of the $130 million set aside for the systems integration effort is earmarked to support the combined entity's anticipated growth while ensuring higher data availability, Stanley said. Harrah's expects the combined systems to strengthen the Total Rewards program's ability to "help us cater the right level of service to the right level of customer" and significantly boost revenue by adding Caesars' most profitable customers, said Stanley. Harrah's has already mapped customer data from Caesars' DB2 database running on an IBM AS/400 into its data warehouse, and it plans to begin analyzing that data next month. A Teradata data warehouse is used to parcel and analyze the data, said Stanley. Harrah's stores customer data from its casino floors in its so-called Winners Information Network, an IBM Informix database running on an IBM AIX-based system. That allows those companies to improve customer loyalty and gain new business, said Rogers. ![]() Harrah's is one of a handful of companies, including U.K.-based retailer Tesco PLC, that use membership rewards programs to gather personal information about customers so they can cater to their specific needs.
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