Chapter 2 - Continuation of Opening Vignette

This blog is a continuation of the Opening Vignette in Chapter 2 from our textbook. On page 38, I have completed #3 for the 'Questions for the Opening Vignette'.

#3 – Examine the sample system output screen at www.teradata.com/t/page/139245/. Describe how it can assist the user in identifying problems and opportunities.

In order to determine how the system output screen can help the user identify problems and opportunities, I needed to understand what the graphs meant. One of the data models that the Hyperion Visual Explorer provides can simplify data by joining different subject areas together to provide a single view of the information for the BI environment. This is shown on the output screen with three different age groups being presented. In each age group, there are four different colored blocks. Each color represents a different segment of flyers: blue = anytime, orange = weekend caller, green = early riser, red = afternoon chatter. The length of each block determines how many complaints there are, while the thickness of the blocks indicates profitability.

When analyzing the output screen, I can see that first of all, most of Continental’s flyers are in their 20’s. The 20 age group has the thickest blocks that show profitability. Continental could use this information for marketing purposes. Continental can identify the problem areas by identifying which segment in each age group has the most complaints. In both the 20 and 30 age ranges, the most complaints come from anytime flyers. In the 40 age range, most complaints come from weekend flyers. When looking at profitability, in all three age categories - weekend flyers are the most profitable.

Continental can take the information provided by the system to identify problems and opportunities. While there is little complaining from early risers and afternoon chatter, there is also low profitability in those two segments. The most profitable segment is the 20 age range weekend flyers. The most complaints comes from the 20 age range anytime flyers. While this age range makes up the most sales, it is no surprise that they have the most complaints. Continental should take this information to turn the problem into an opportunity. They know what group is most profitable, and now with the complaints tied in, they can turn address the problems and increase sales.