The Project: Analyze data about the gambling habits of customers, so Harrah's can tailor royal treatment to get gamblers to spend more.

The Payoff: During the past four years, Harrah's share of business from its clients has increased nearly 20%.

Harrah's Entertainment Inc. is one of the best in the business at wooing customers. Through its Total Rewards program, Harrah's doles out cards to customers that monitor their play, tracking how much business they bring in and what they like. Harrah's uses the data to dole out free food, complimentary rooms, and other bennies. Harrah's reward? It now gets an average of 43% of each customer's gaming dollar, up from 36% in 1998.

By Timothy J. Mullaney

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