Business Intelligence as a
Tool for The Success of
Business Operations
Dr. Sunnie Chung
Amlak Alturki
What is Business Intelligence?
is the set of techniques and tools for the transformation of
raw data into meaningful and useful information for
business analysis purposes.
Aggregate
Data
Database, Data Mart, Data
Warehouse, ETL Tools,
Integration Tools
Present
Data
Reporting Tools,
Dashboards, Static
Reports, Mobile Reporting,
OLAP Cubes
Enrich
Data
Add Context to Create
Information, Descriptive
Statistics, Benchmarks,
Variance to Plan or LY
Inform a
Decision
Decisions are Fact-based
and Data-driven
Benefits of Business Intelligence
• Improve Management Processes
planning, controlling, measuring and/or changing resulting in
increased revenues and reduced costs
• Improve Operational Processes
fraud detection, order processing, purchasing.. resulting in
increased revenues and reduced costs
• Predict the Future
For example Amazon tries to predict other items a customer
may want to purchase based on what’s in their shopping cart
and the purchasing behaviors of other customers.
Business Intelligence for
Continental Airlines
“Worst to First”
In the early 1990s, when there were ten major U.S.
airlines, Continental ranked tenth in industry
performance!
Reasons: “IT Weaknesses”
Late arrivals, poor baggage handling, low customer satisfaction, and
inaccurate flight booking …etc
Worst to First
Through real time BI, employees gained quick access to
key insights about business and customers Integration of:
• Revenue
• Customer Relationship Management
• Flight Operations
• Crew Operations and Payroll
• Security and Fraud
Worst to First
Revenue:
Objective: maximizing revenue given a finite set of resources. Results:
quickly & accurately record revenue, and estimate revenues from any
flight.
Customer Relationship Management:
Objectives: Increase revenues, profits, and improve customer service
Results: customer segmentation, customer loyalty, customer
acquisition, channel optimization, and campaign management.
Worst to First
Flight Operations:
Objective: getting people to their destinations safely, on time,
efficiently, and with their luggage results: flight management
dashboard.
Crew Operations and Payroll:
Objective: handling crew information in a more organized and efficient
way. Results: better management of: crew pay, crew scheduling, crew
performance, crew efficiency.
Security and Fraud:
Objective: supporting airline security efforts results: identify
reservations that are not in fare or contract compliance, and
profile suspicious booking and ticketing transactions.
End