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Students of Central Michigan University

The most memorable advertisement during the 2011 Super Bowl went to the Chrysler Corporation for featuring rap star Eminem, A gut-wrenching decision for the carmaker’s chief

executive Sergio Marchionne.

The campaign captured the spirit and rebirth of Detroit the motor city and challenged Americans to stop trash talking

our their countries own cars.

The two minute ad has received over 8 million hits on the Internet site YouTube in the first two weeks since airing on

February 6, 2001

This is our presentation. This is our tribute. This is what we do.

Online searches for information about Chrysler and it’s products on itsWeb site jumped 328% minutes after the ad appeared.

- The Wall Street Journal

www.CMU656StudentsForAFairGrade.com

Present

How Business Intelligence is Solving Problems in the Hospitality Industry

Turn It UP

Hospital Issues

Team 10

Sandra Kay SchwendemannStuart Weidenbach

One Shot

Let the Data Tell the Story

A BIS656 Production

Produced By

Schwendemann Weidenbach Studios

Defining Business Intelligence

“The hospitality industry remains characterized by islands of information ”

“For BI to be effective, companies need a repository of data to bring those islands together in one place which requires investments of time, money and technology”

- Mark Haley, Partner, The Prism Partnership

What problem any problem?

Don’t Give Up that Easy

What Does the Market Demand?

How Do We Get More Heads in Beds?

Old School Won’t Work Today

Current Practices

No User Defined Tools

Few Options to Extract Data from Legacy Systems

Inconsistency of Data, Storage and Data Access

BI Confusion

Misconception vs. Misperception

What’s my password?

The Music

The Moment

STEPS to Achieving BI Benefits

Align business and technology resources

Data collected and placed in a central depository for all to share

Data cleansing, analysis and synthesis to convert raw data to information

Sharing/communicating data – stop “protectionism”

Use data to make fact-based decisions; no more gut reactions…shooting from the hip

Drivers and Challenges

New World Order

Achieving a Balance Scorecard

Traditional MetricsManage online intermediariesCost Effective procurementGlobal distribution systemReal-time information to stakeholdersGRC and financial transparency

Globetrotter BI Tricks

Father of the Data Warehouse

Bill Imon

Marriot and Harrah’s Case Study

Challanges

Targeting a solution

… As the Beat Goes On

Don’t Miss

One Shot

CollaborationHotel Dashboard

Solution 2 – ERM for Stonbridge Companies

Adopted SAP ERM in 2007Utilized SAP and TATA Consulting Services for ImplementationResults Obtained Include:

Efficient invoice processing, accurate payroll and employee tracking, streamlined accounting & reporting, improved transparency, reliable security and real-time reporting to owners

“It changed our company. We are a leader in the industry – a first adaptor. 100% property management company”

- VP of IT at Stonebride COS

“Business intelligence gives a company the ability to respond more quickly to correct things that may be problematic”

“Not only can companies meet problems in a more timely manner, they can take advantage of new market

opportunities by seeing things faster than their competitors.”

-Daniel J. Connolly, PH,D,, Assistant Professor, University of Denver

BI Success for Resorts

Designing Systems that Work

Life for Our Families

Working Smart With BI

Accurate Capture of raw dataTrain employeesStrategic thinking enterprise wide

Times are Hard and it’s Getting Ever Harder

Hotel Wins with BI

Marriott hotel properties that use One Yield have seen leisure travel revenues increase by up to two percent, allowing them to achieve rate and occupancy premiums ahead of its competition. (Overby 2007).

Harrah’s (now Caesars Corp, 2011) utilizes SAS predictive analytics technologies and have outperformed it competitors in overall profits as a % of revenue and is hailed as the industry's most sophisticated multi-brand loyalty program.

Business Intelligence Players

Hwang Schwendemann Rando Unidentified Student Weidenbach

Inspiring BI “Wins”

Tools & applications are now available

Dashboards & visuals with alerts can match property staffing levels

Improve yield management (booking and rate comparison)

Improved marketing to members of loyalty & affinity guest preference/contact

Failure is NOT

Success Is Our Option

Business Solutions to the Rescue

It Working for the Hilton’s

Future Considerations

Capturing Social Media OpportunitiesCross PollinationOne-to-One-Plus-Many MarketingWireless Technologies

The Goal is Intelligent Hospitality

YOU can do ANYTHING you set your mind to man

THIS IS WHAT WE DO IN THE MOTOR CITY…

Imported from Detroit

But …

Business Intelligence Solving Business Problems

are Now:

Imported from the “U”

Central Michigan University

Thank you.

www.CMU656StudentsForAFairGrade.com

Special Thanks ToWork Consulted

Chrysler CorporationBill ImonBill Gates

President ReaganPresident Obama

Lady GaGaEnimen

The Harlem GlobetrottersGovernor Grandholm

Mom

Miller LightLindsey Lohan

The Pittsburgh SteelersSAP of AmericaSonny and Cher

Some guy with data coming out of his headHoliday Inn

Hilton Hotels