How Gary Loveman Turned Caesars Into An Economics Lab

Improving the return on investment from campaigns means considering the price of incentives before throwing them to potential customers. While casinos tend to attract clients through free meals and rooms, the expensive giveaways can pay off if marketers take the time to calculate the perceived value against the actual cost, according to April Dykman. She tells us how Gary Loveman, CEO of Caesars Entertainment, controls experience to increase revenue by determining proft and aligning metrics.

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