Three Generations Of Data Management In Decision S

The movement to real-time is the latest development in personal line of credit intelligence (BI) and selective information
w arhousing. Real-time data warehousing provides the data that is essential to action realtime
BI. By moving to real-time, firms can use BI to affect current decision making and business
processes. This capability is oddly important for customer-facing applications, such as those
found in scratch centers and check-in processes, and helps firms become more customer-centric.
Terms such as the real-time enterprise and the zero latency organization are often used to
describe firms that use real-time BI.
The pattern of real-time BI is to increase revenues and decrease costs. Companies that
successfully implement real-time BI can dramatically improve their profitability. For example,
Continental Airlines, which is talk abouted later, has taken a $30M investment in computer hardware,
software, and personnel to refund over $500M in revenue enhancements and cost savings,
resulting in a ROI of over 1,000 percent.
To be successful with real-time BI, organizations must strike both organizational and
technical challenges.



On the organizational side, at that place must be executive sponsorship and
support, initial and on-going financial support, organisation processes put in place, BI and data
warehousing personnel with the needed skills, changes in business processes and acceptance of
use of real-time data by organizational personnel. On the technical side, new hardware and
software must be acquired and implemented, processes and procedures for supporting and
managing real-time data feeds from source systems must be established, data must be quickly
transformed and loaded into the warehouse, and the data must be analyse and made available to
operational systems and personnel.
In this article, we provide frameworks and discuss key issues that are helpful in understanding
real-time BI. We whence use Continental Airlines as a case arena of highly successful real-time BI.
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