Continental Airlines Takes Off with Real-Time Business Intelligence

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Continental Airlines Takes Off with Real-time Business Intelligence Introduction: Continental Airlines was once successfully revolution by using Business Intelligence and save it from bankrupt. Below are some items discuss how Continental Airlines implement strategies related with Business Intelligence. 1. In what ways does real-time data warehousing fit with the Continental strategy and plans? Go Forward Plan was the earliest plan that start in Continental revolution, and real-time data warehousing helps it to realize the plan which include four parts as below: a. Fly to win: Use real time data warehousing to integrated multiple data sources, including flight schedule data, customer data and inventory data to support pricing and revenue management decision making based on journey information to increase the revenue. b. Fund the Future: Demand-driven dispatch application by data warehouse can make adjustment to minimized impact and create maximum profit. c. Make Reliability a Reality: Use data warehouse to analysis the most valuable customers and provide other services such as Elite Access, Elite upgrade monitoring to achieve customer satisfication. d. Working Together: The data warehouse supports the culture by providing employees with information and tools that they can use to do a better job.

2. Describe the benefits of real-time data warehousing at Continental. The benefits can be described as below aspects.
* Marketing:
a. Continental performs customer segmentation, target marketing, loyalty/retention management, customer acquisition, channel optimization, and campaign management using the data warehouse. Targeted promotions have produced cost savings and incremental revenue of $15 to $18 million per year. b. A targeted CRM program resulted in $150 million in additional revenues in one year, while the rest of the airline industry declined 5 percent. c. Over the past year, a goal was to increase the amount of travel by...
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