Case Study: Active Data Warehousing
1. Describe "active" data warehousing as it is applied at Continental Airlines. Does Continental apply active or real-time warehousing differently than this concept is normally described?
An active data warehousing, or ADW, is a data warehouse implementation that supports near-time or near-real-time decision making. It is featured by event-driven actions that are triggered by a continuous stream of queries that are generated by people or applications regarding an organization or company against a broad, deep granular set of enterprise data. Continental uses active data warehousing to keep track of their company’s daily progress and performance. Continental’s management team holds an operations meeting every morning to discuss how their company is performing in regards to the data collected by their active data warehousing program. The management team believes, “you can’t manage what you can’t measure,” so they use active data warehousing to keep track of their customers experience while using Continental Airlines. The information that the management team uses to analyze their company in regards to customer relationship is on-time arrival, on-time departures, baggage handling, and other key performance indicators. Continental also uses active data warehousing for revenue management, revenue accounting, flight operations, fraud detection and airline security. Continental restructured their goals to try to become customers “favorite” airline to use. They use their active data warehousing to gain as much information about the company’s performance as well as the customers experience. They use this real-time warehousing program to interpret information that is provided and make changes that will better improve their customers experience and help Continental better suit their business in regards to their customers’ needs.
2. In what ways does real-time data warehousing fit with the Continental strategy and plans? Continental Airlines decided to shift their
An active data warehousing, or ADW, is a data warehouse implementation that supports near-time or near-real-time decision making. It is featured by event-driven actions that are triggered by a continuous stream of queries that are generated by people or applications regarding an organization or company against a broad, deep granular set of enterprise data. Continental uses active data warehousing to keep track of their company’s daily progress and performance. Continental’s management team holds an operations meeting every morning to discuss how their company is performing in regards to the data collected by their active data warehousing program. The management team believes, “you can’t manage what you can’t measure,” so they use active data warehousing to keep track of their customers experience while using Continental Airlines. The information that the management team uses to analyze their company in regards to customer relationship is on-time arrival, on-time departures, baggage handling, and other key performance indicators. Continental also uses active data warehousing for revenue management, revenue accounting, flight operations, fraud detection and airline security. Continental restructured their goals to try to become customers “favorite” airline to use. They use their active data warehousing to gain as much information about the company’s performance as well as the customers experience. They use this real-time warehousing program to interpret information that is provided and make changes that will better improve their customers experience and help Continental better suit their business in regards to their customers’ needs.
2. In what ways does real-time data warehousing fit with the Continental strategy and plans? Continental Airlines decided to shift their