BA 257 C5.C2

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BA 257 C5.C2

  1. 1. Ch. 5, Case 2: Applebee’s, Travelocity, & Others: Data Mining for Business Decisions Team 2: Ali Alsagor Anthony Datollo Stacy Genelow Kevin McNavage Matthew Vital
  2. 2. Applebee’s (Background) <ul><li>Beginnings in Atlanta, GA </li></ul><ul><ul><li>Largest casual dining chain in the world </li></ul></ul><ul><ul><ul><li>US & International </li></ul></ul></ul><ul><li>Friendly, welcoming, neighborhood environment </li></ul><ul><ul><li>Staff & guests </li></ul></ul>
  3. 3. Applebee’s (Case) <ul><li>1900 restaurants worldwide </li></ul><ul><li>Grossed ~$1.34 billion in revenue </li></ul><ul><li>Four-node, 4TB data warehouse system </li></ul><ul><li>Analyze “back-of-house performance” </li></ul><ul><ul><li>Preparation of food </li></ul></ul><ul><li>Advanced beyond business decisions </li></ul><ul><ul><li>i.e. replenishing food supplies </li></ul></ul>
  4. 4. The Problem <ul><li>Potential for software and hardware </li></ul><ul><ul><li>Applebee’s </li></ul></ul><ul><ul><li>Travelocity </li></ul></ul><ul><ul><li>VistaPrint Inc. </li></ul></ul>
  5. 5. The Problem: Applebee’s <ul><li>Current </li></ul><ul><ul><li>Four-node, 47 B Warehouse System </li></ul></ul><ul><ul><li>3 Database administrators </li></ul></ul><ul><ul><ul><li>“ Back-of-house” only </li></ul></ul></ul><ul><li>Main Issue - Customer Service </li></ul>
  6. 6. Solution: Applebee’s <ul><li>Replenish food supplies according to daily sales </li></ul><ul><li>Promotion of Products </li></ul>
  7. 7. Evaluation of Alternatives: Applebee’s <ul><li>Solution for Applebee’s </li></ul><ul><li>- Replenish food supplies according to daily scales </li></ul><ul><li>- Promotion of Products </li></ul>
  8. 8. Recommendations: Applebee’s <ul><li>Use back-of-house and front-of-house data </li></ul><ul><li>Customer service = important </li></ul><ul><li>Company can see: </li></ul><ul><ul><li>Did the customer wait too long for food? </li></ul></ul><ul><ul><li>Did the customer wait too long for the bill? </li></ul></ul><ul><li>Improve workers performance </li></ul>
  9. 9. Possible Results & Obstacles to Implementation <ul><li>Quality Data </li></ul><ul><li>- Mouse clicks </li></ul><ul><li>- View webpages </li></ul><ul><li>Data Resource Management </li></ul>
  10. 10. Possible Results & Obstacles to Implementation: Applebee’s <ul><li>Goal: Customer Service </li></ul><ul><li>Back of House Performance </li></ul><ul><li>Front of House Performance </li></ul><ul><li>Obstacle: </li></ul><ul><li>Gathering Data </li></ul><ul><li>3 Database Administrators </li></ul>
  11. 11. Travelocity (Background) <ul><li>Base: Southlake, TX </li></ul><ul><li>Travelocity.com </li></ul><ul><ul><li>Online travel company </li></ul></ul><ul><ul><ul><li>Not only price, but entire experience </li></ul></ul></ul><ul><ul><li>6 th largest travel agency </li></ul></ul>
  12. 12. Customer Bill of Rights <ul><ul><li>“ These are your rights. Take advantage of them. Let nothing stand between you & them—except maybe a pair of nice sunglasses” </li></ul></ul>
  13. 13. Travelocity (Case) <ul><li>New project </li></ul><ul><ul><li>Mine 600,000 comments </li></ul></ul><ul><ul><ul><li>Better monitoring </li></ul></ul></ul><ul><ul><ul><li>Response to customer service issues </li></ul></ul></ul><ul><li>Travelocity.com </li></ul><ul><ul><li>New text analytics software </li></ul></ul><ul><ul><ul><li>Customer satisfaction surveys, emails, and comments </li></ul></ul></ul><ul><li>Text mining capability </li></ul><ul><ul><li>Review all feedback from customers and extract info </li></ul></ul><ul><ul><li>Positive/Negative </li></ul></ul><ul><ul><li>Identify facts, opinions, requests, trends, & trouble spots </li></ul></ul>
  14. 14. Problem: Travelocity <ul><li>Unstructured Data </li></ul><ul><ul><li>Emails from customers </li></ul></ul><ul><ul><li>Call center representative notes </li></ul></ul><ul><ul><li>Other sources </li></ul></ul>
  15. 15. Solution: Travelocity <ul><li>New Software </li></ul><ul><ul><li>Organize </li></ul></ul><ul><ul><ul><li>600,000 comments </li></ul></ul></ul><ul><ul><li>Scours </li></ul></ul><ul><ul><ul><li>40,000 Verbatim comments </li></ul></ul></ul><ul><ul><ul><li>40,000 E-mails </li></ul></ul></ul><ul><ul><ul><li>500,000 Interactions </li></ul></ul></ul><ul><li>Text Analytics </li></ul><ul><ul><li>Attensity </li></ul></ul>
  16. 16. Evaluation of Alternatives: Travelocity <ul><li>Solution for Travelocity </li></ul><ul><ul><li>New Software </li></ul></ul><ul><ul><li>Text Analytics </li></ul></ul>
  17. 17. Recommendations: Travelocity <ul><li>Use Attensity program </li></ul><ul><li>Automatically sorts data: </li></ul><ul><ul><li>Facts, opinions, problems </li></ul></ul><ul><li>Sorts data faster </li></ul><ul><li>Useful: </li></ul><ul><ul><li>Improves customer service </li></ul></ul><ul><ul><li>Give customers what they want </li></ul></ul>
  18. 18. Possible Results & Obstacles to Implementation: Travelocity <ul><li>Goal: Structured Data </li></ul><ul><li>Emails, surveys, and comments </li></ul><ul><li>Text mining </li></ul><ul><li>Obstacle: </li></ul><ul><li>Using Text Mining </li></ul>
  19. 19. VistaPrint Ltd. (Background & Case) <ul><li>Online retailer </li></ul><ul><ul><li>Lexington, MA </li></ul></ul><ul><li>Graphic design services & custom-printed products </li></ul><ul><li>Increased customer conversion rate </li></ul><ul><ul><li>Web analytics technology </li></ul></ul><ul><ul><ul><li>22,000 transactions daily </li></ul></ul></ul><ul><ul><ul><li>18 web sites </li></ul></ul></ul>
  20. 20. Problem: VistaPrint <ul><li>22,000 Transactions for 18 Websites Daily </li></ul><ul><li>Heavy Online Sales </li></ul><ul><li>Analyzing Customer Behavior </li></ul>
  21. 21. Solution: VistaPrint <ul><li>Improve Conversion Rates </li></ul><ul><li>Web Analytics to Test User Interface </li></ul><ul><li>Visual Site by Visual Sciences Inc. </li></ul>
  22. 22. Evaluation of Alternatives: VistaPrint <ul><li>Solution for VistaPrint </li></ul><ul><ul><li>Improve Conversion Rates </li></ul></ul><ul><ul><li>Visual Site by Visual Sciences Inc. </li></ul></ul>
  23. 23. Recommendations: VistaPrint <ul><li>Use Visual Site program </li></ul><ul><li>Gives information about website problems </li></ul><ul><ul><li>Why website visitors don’t become customers? </li></ul></ul><ul><li>Improves: </li></ul><ul><ul><li>Customer service </li></ul></ul><ul><ul><li>Website use </li></ul></ul><ul><ul><li># of new customers </li></ul></ul>
  24. 24. Possible Results & Obstacles to Implementation: Vista Print <ul><li>Goal: Increase Conversion Rates </li></ul><ul><li>- Visual Site Application </li></ul><ul><li>Obstacles: </li></ul><ul><li>- Lack of Data Integrity </li></ul><ul><li>- New Features </li></ul>
  25. 25. References <ul><li>Applebee’s International Franchising. (2010) Retrieved Feb. 17, 2010, from http://www.applebees.com/aboutus.aspx </li></ul><ul><li>Travelocity - About Travelocity. (1996-2010) Retrieved Feb. 17, 2010, from http://www.travelocity.com/about/about_main/0,,%7CJOBS_MAIN,00.html </li></ul><ul><li>VistaPrint - About Us. (2001-2010) Retrieved Feb. 17, 2010, from http://www.vistaprint.com/about.aspx?xnav=foot </li></ul>
  26. 26. QUESTIONS????

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