Harrah's Entertainment Wins DW Award with NCR Teradata

In recognition of innovative application of data warehousing, The Data Warehousing Institute (TDWI) has awarded Harrah's Entertainment Inc its prestigious 2000 Best Practices in Data Warehousing Award. Harrah's was recognized for its "Total Rewards" Customer Relationship Management (CRM) program, which is based on NCR Corporation's Teradata database.

A team of judges that included data warehouse practitioners, consultants, editors, and TDWI management selected Harrah's to win the CRM category based on innovation of the solution, development of a practice that can be followed by others, and large and measurable impacts on the business success of the organization.

Harrah's and NCR will be recognized at the TDWI Best Practices in Data Warehousing and E-Business Intelligence Conference in Boston this August. Harrah's is now eligible to compete for TDWI's Leadership in Data Warehousing Award, the most coveted and widely recognized award in the data warehouse industry.

About the Total Rewards System

Harrah's CRM initiative relies on the customer, transaction and sales and marketing data housed in Harrah's Teradata Warehouse. With the Total Rewards system, Harrah's can now analyze, predict and maximize the value of each customer relationship. With this knowledge, Harrah's is marketing to its customers more effectively, increasing the attraction and retention of its targeted customers. Repeat customers visiting any one of its 21 properties or calling in to an 800 number are instantly recognized and rewarded for their loyalty.

About Harrah's

Founded more than 60 years ago, Harrah's Entertainment Inc is the most recognized and respected name in the casino-entertainment industry, operating 21 casinos in 17 markets in the United States under the Harrah's, Showboat and Rio brand names. With a combined database of more than 19 million players, Harrah's is focused on building loyalty and value with its target customers through a unique combination of great service, excellent products, unsurpassed distribution, operational excellence and technology leadership.

About NCR Corporation

In addition to Harrah's, TDWI has awarded the 2000 Best Practices in Data Warehousing Award to an NCR customer in the Very Large Data Warehouse category.

NCR Corporation is a recognized world leader in providing Relationship Technology solutions for the retail, financial, communications, travel and transportation, and insurance markets. NCR's Relationship Technology solutions include store automation, ATMs and privacy-enabled Teradata warehouses. The company's business solutions are built on the foundation of its long established industry knowledge and consulting expertise, value-adding software, global customer support services, a complete line of consumable and media products, and world-leading hardware technology. More information about NCR and its solutions may be found at www.ncr.com.

Contact Holly Michael of NCR Corporation, 937-445-6086, or holly.michael@ncr.com