Crm in Airlines

102
Information Systems Management, 25: 102–112
Copyright © Taylor & Francis Group, LLC
ISSN: 1058-0530 print/1934-8703 online
DOI: 10.1080/10580530801941496
UISM
Continental Airlines Continues to Soar with Business Intelligence
Continental Airlines Continues to Soar with BI Barbara H. Wixom1, Hugh J. Watson2, Anne Marie Reynolds3, and Jeffrey A. Hoffer4
1McIntire School of Commerce, University of Virginia, Charlottesville, Virginia
2Terry College of Business, University of Georgia, Athens, Georgia
3Continental Airlines, Houston, Texas
4School of Business Administration, University of Dayton, Dayton, Ohio
Abstract As the business intelligence industry matures, it is increasingly important to investigate
and understand the nature of mature data warehouses. Although data warehouse research is prevalent,
existing research primarily addresses new implementations and initial challenges. This case study of
Continental Airlines describes how business intelligence at Continental has evolved over time. It identifies
Continental’s challenges with its mature data warehouse and provides suggestions for how companies
can work to overcome these kinds of obstacles.
Keywords data warehousing, business intelligence, maturity model, case study
We have a very mature data warehouse at Continental—we have
been doing business intelligence for a long time, about a decade.
New ideas for leveraging the warehouse keep coming up as we
continue to evolve. Many are not the kinds of major applications
that would have justified our initial investment in warehousing.
But, these are the kinds of things that create a constant return on
our investment.
– Anne Marie Reynolds, Data Warehousing Director,
Continental Airlines
Much has been written about the potential for data warehousing;
how to build a data warehouse; and how some
companies are benefiting from business intelligence; but
most of the writings have been focused on companies’
initial experiences. Data...