Week 9

Chapter 6 - Databases and Data Warehouses
The group, The Bugs had at a discussion considering information cleasning and scrubbing. To increase the quality of organizational information and also the effectiveness of decision making, business must formulate a strategy to keep information clean. This is the concept of information cleansing and scrubbing, a process that weeds out and fixex or discards inconsistent, incorrect, or incompete information.

Harrah's Entertainment, Inc. is the world's largest provider of branded casino entertainment through operating subsidiaries. Since its beginning in Reno, Nevada 70 years ago, Harrah's has grown through development of new properties, expansions and acquisitions, and now owns or manages casino resorts on four continents. Information cleansing and scrubbing is therefore necesssary to keep te right information about its customer and be loyal to them. The Bugs first discussed this question before discussing other groups' questions.

What might occur if Harrah's fails to clean or scrub its information before loading it into its data warehouse?
- Information sent to wrong or non-existing address.
- Double entries could cause an customer to not get the benefits he/she is supposed to get, or cause the information to be inaccurate.
- A Diamond loyalty level customer which due to double registration is treated like the typical average customer.
- If a customer moves, but the address has not been registered correctly, information will be sent to wrong people.
- Not being able to create individualized marketing programs for each customer: then customer loyalty will decrease.- Decrease in customer visits
- Customers might not get the actual value of the Total Rewards program if they are registered more than once in the database.