Intelligent marketing strategies for the Hard Rock Hotel and Casino, Las Vegas; market segmentation and customer analysis

The Hard Rock Hotel & Casino (HRHC) in Las Vegas, NV hopes to implement customer relationship management (CRM) strategies to increase overall customer value. This paper discusses our process of analyzing historical customer data and creating incentives tests in order to create accurate and useful customer segments. These customer segments can be used to target customers based on their interests, increasing both revenue and the customer's satisfaction.