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Cliptpomani Web Essay

1022 words - 5 pages

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INTRODUCTION (5 Points)
Cliptomania, LLC, owned and operated by the Santo family, is an e-business that sells clip-on earrings throughout the United States, Canada, Ireland, Australia, and New Zealand (Brown, DeHayes, Hoffer, Martin, & Perkins, 2012). The Santos have discovered an underserved market niche and turned it into a viable e-business.
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ISSUES/PROBLEMS (20 Points)*
The first issue encountered by the Santo family was setting up the Web store. None of the family members had the expertise, not to mention the start-up capital, to contract with an internet service provider for the ...view middle of the document...

* Use of Customer Relationship Management (CRM)
* Marketing Insight application.
* Giving high-volume, high-profit customers elite services with personal touch.
* Flight Management Dashboard.
* Fraud detection and investigation.
* Dedicated data warehouse team and Data Warehouse Governance.
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EVALUATION OF SOLUTIONS/ANALYSIS (30 Points) **
Enterprise data warehouse: CIO of continental Janet Wejman decided to handle data warehouse inside the company and stopped outsourcing as she recognized the importance of data warehouse. The warehouse integrated multiple data sources and all employees were able to quickly access key information about the business and its customers. Continental moves real-time data from its main operational systems to the enterprise data warehouse.
Fare Design: Continental uses real-time data to optimize airfares. Once a change is made in price, revenue management immediately begins tracking the impact of that price on bookings.
Last minute, customized discounts can be offered to the most profitable customers, to bring in new revenue, as well as increase customer satisfaction. Continental has earned an estimated $10 million annually through fare design activities.
Ticket Facsimile: In 2001, the warehouse team built a report in Hyperion Intelligence. The report is used to interactively search for one or more tickets in a variety of ways and query the real-time booking, customer, and flight information in the warehouse. This application reduced headcount by eight and saves hundreds of thousands of dollars for Continental.
Customer Relationship Management (CRM): Continental’s marketing department uses the warehouse for customer segmentation and target marketing, loyalty/retention management, customer acquisition, channel optimization, and campaign management.
Marketing Insight application: Marketing Insight was developed to provide sales personnel, marketing managers, and flight personnel with customer profiles. They can see how much someone has traveled with Continental and what the person’s value is to the airline.
Elite service and personal touch: With the real-time qualified customers are identified as soon as they check in and given Elite Access Treatment. On timely basis continental use to send these customers personalized messages through management.
The Flight Management Dashboard: It is a set of interactive graphical display developed by the data warehouse to help the operations staff displays are intended quickly identify issues in the...

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