Case Study: Continental Airlines Takes Off with Real-time Business Intelligence
Continental’s Teradata active data warehouse provides a powerful platform for quickly developing and deploying applications in revenue management, customer relationship management, flight and ground operations, fraud detection, security, and others, and the applications are generating quantifiable benefits for Continental. Real-time data denotes information that is delivered immediately after collection. There is no delay in the timeliness of the information provided. Real-time data is often used for navigation or tracking. Coninetal use real-time data also for flight statistics (where the most valuable customers are while in flight, which ones are affected by delays and cancellations), to support airline security efforts, crew scheduling, crew performance, fraud detection and so on. The goal with the real-time warehousing was therefore to solve all those problems and get happy and loyal customers and employees. Some of the goals are listed below:
Give employees fast information about the business and customers Flight on time - Take all of the baggage to final destination Easy booking, no overbooking - Increase services
What have been shown is that the real-time BI hasn’t just improved and completed all of the goals, Continental has even started to use the system in much broader perspective. Make a list of most valuable customers, get knowledge about their trips, what they prefer, if they got good service and if something happening with them in the real-time and in that case give them right and direct service without them to need to ask for it. “Customer facing”, near and personal contact with customers (example: personal letter and so on) Improve of security because of comparing data in real-time with help of the system, helped FBI with searching after possible terrorists. It also helps to track people who try to track the system. Be almost always on time because of...
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