This document summarizes case studies of three companies - Applebee's, Travelocity, and VistaPrint - using data mining and analytics to improve business decisions and customer experience. It describes each company's background, challenges they faced regarding large amounts of customer data, the solutions they implemented using various software programs, and the potential results and obstacles in using these new analytics tools.

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. Applebee’s (Background) Beginnings in Atlanta, GA Largest casual dining chain in the world US & International Friendly, welcoming, neighborhood environment Staff & guests

3. 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

4. The Problem Potential for software and hardware Applebee’s Travelocity VistaPrint Inc.

5. The Problem: Applebee’s Current Four-node, 47 B Warehouse System 3 Database administrators “ Back-of-house” only Main Issue - Customer Service

6. Solution: Applebee’s Replenish food supplies according to daily sales Promotion of Products

7. Evaluation of Alternatives: Applebee’s Solution for Applebee’s - Replenish food supplies according to daily scales - Promotion of Products

8. 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

9. Possible Results & Obstacles to Implementation Quality Data - Mouse clicks - View webpages Data Resource Management

10. Possible Results & Obstacles to Implementation: Applebee’s Goal: Customer Service Back of House Performance Front of House Performance Obstacle: Gathering Data 3 Database Administrators

11. Travelocity (Background) Base: Southlake, TX Travelocity.com Online travel company Not only price, but entire experience 6 th largest travel agency

12. 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”

13. 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

14. Problem: Travelocity Unstructured Data Emails from customers Call center representative notes Other sources

15. Solution: Travelocity New Software Organize 600,000 comments Scours 40,000 Verbatim comments 40,000 E-mails 500,000 Interactions Text Analytics Attensity

16. Evaluation of Alternatives: Travelocity Solution for Travelocity New Software Text Analytics

17. Recommendations: Travelocity Use Attensity program Automatically sorts data: Facts, opinions, problems Sorts data faster Useful: Improves customer service Give customers what they want

18. Possible Results & Obstacles to Implementation: Travelocity Goal: Structured Data Emails, surveys, and comments Text mining Obstacle: Using Text Mining

19. 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

20. Problem: VistaPrint 22,000 Transactions for 18 Websites Daily Heavy Online Sales Analyzing Customer Behavior

21. Solution: VistaPrint Improve Conversion Rates Web Analytics to Test User Interface Visual Site by Visual Sciences Inc.

22. Evaluation of Alternatives: VistaPrint Solution for VistaPrint Improve Conversion Rates Visual Site by Visual Sciences Inc.

23. 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

24. Possible Results & Obstacles to Implementation: Vista Print Goal: Increase Conversion Rates - Visual Site Application Obstacles: - Lack of Data Integrity - New Features

25. 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

26. QUESTIONS????