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BA 257 C5.C2
 

BA 257 C5.C2

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    BA 257 C5.C2 BA 257 C5.C2 Presentation Transcript

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