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《Journal of Intelligence》 2019-03
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Advantages and Weaknesses of Big Data Analysis: A Case Study of Caesars Entertainment

Zeng Zhonglu;Macau Polytechnic Institute;  
[Purpose/Significance]This paper summarizes and analyzes the successful experience of Caesars Entertainment in the collection, analysis and application of big data, thus providing a case of "best practice" in big data analysis and management decision-making for governments and enterprises in China. The paper fills a gap in "best practice" in China's big data analysis and research.[Method/Process]The study used the case study approach to show a successful practice in big data analysis and application by summarizing the methods used by Caesars Entertainment in collecting customer information, analyzing information, and applying the analysis results to decision-making and management, software systems and tools used, and the actual results achieved. [Result/Conclusion]To be successful in big data analysis, an effective information collection system is needed. The goal of data analysis should be very clear, the data entering the scope of analysis must be selective, and the results of the analysis should be applied to management decisions and daily operations. The effectiveness of big data analysis should be measured. Big data analysis cannot substitute entrepreneurial vision The limitations of big data in geographic coverage and customer group coverage may limit managers' horizons.
【Fund】: 国家自然科学基金委员会与澳门科学技术发展基金联合科研资助合作研究项目“社会、环境、遗传因素对博彩行为的影响——公共政策管理视角”(编号:020/2017/AFJ)
【CateGory Index】: F719.5
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