ACME Airlines Flies High With Its Real-Time Data Warehouse

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Practical Assignment 1 – Due week 10 – Weight 20% ACME Airlines Flies High With Its Real-Time Data Warehouse As business intelligence (BI) becomes a critical component of daily operations, real-time data warehouses that provide end users with rapid updates and alerts generated from transactional systems are increasingly being deployed. Real-time data warehousing and BI, supporting its aggressive ‘Next Gen’ business plan, have helped ACME Airlines alter its industry status from "worst to first" and then from "first to favourite." ACME Airlines is a leader in real-time BI. In 2004, ACME won the Data Warehousing Institute's Best Practices and Leadership Award. Problem(s) ACME Airlines was founded in 1934, with a single-engine Lockheed aircraft in the southwestern United States. As of 2006, ACME was the fifth largest airline in the United States and the seventh largest in the world. ACME has the broadest global route network of any U.S. airline, with more than 2,300 daily departures to more than 227 destinations. Back in 1994, ACME was in deep financial trouble. It had filed for Chapter 11 bankruptcy protection twice and was heading for its third, and probably final, bankruptcy. Ticket sales were hurting because performance on factors that are important to customers was dismal, including a low percentage of on-time departures, frequent baggage arrival problems, and too many customers turned away due to overbooking. Solution The revival of ACME began in 1994 when Peter Gordon became CEO and initiated the ‘Next Gen’ plan, which consisted of four interrelated parts to be implemented simultaneously. Gordon targeted the need to improve customer-valued performance measures by better understanding customer needs as well as customer perceptions of the value of services that were and could be offered. Financial management practices were also targeted for a significant over-haul. As early as 1998, the airline had separate databases for marketing and operations, all hosted and...

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