MGTA 457 Business Intelligence Systems

Case #1

The entertainment team has recently launched a new product to try to engage players on Saturday nights by adding two new trivia games to the schedule. These new games are based around two different themes, pop-culture and movies. Each game is 15 minutes long and they run back-to-back, alternating for 2 hours. The games have been running for 4 weeks. The plan is to continue to run this program for the next 5 months.

Case #2

Case 1

Business Intelligence- Entertainment Team Case Study

The Success of Our new programs

The business case study in regards to this paper will examine the success and challenges of two recently launched game programs. The two games are confined within two significant themes which are pop-culture and movies. The case study will be narrowed down to the right information embedded on three important concepts: a significant challenge as expressed by the entertainment team, a satisfying solution to the challenges identified and finally a series of benefits our customers can relate to.

 Our Entertainment team can determine if the introduced program is successful in a number of ways. Considering the nature of the entertainment business, key data points are crucial in answering the question in a more in-depth scope. Technically, it is important to examine the concept of the promotional effectiveness and in this case, our customer based case study does this very well. Some of the central issues to be answered in this area include:

• The promotional expenses as well as the components involved. In this case, the customer base provides the needed revenue and capital to effectively budget for the newly introduced programs.
• Have the promotional games enhanced a positive effect on the company’s revenue and profits? True to say, the promotional games have indeed enhanced the company’s revenue hence justifying the need to continue to run the program.
• How can the promotional games be better targeted for increased leverage over its targeted audience? After a series of research and customer feedback analysis, our entertainment team believe that we are on the right track hence advocate for the retention of venues such as bars and restaurants.  

The success of the program can also be weighed by the incensement of sales as well as customer retention and loyalty. The themes of pop-culture and movies can be utilized to effectively address this aspect through examining the influence of the two ideas on each client.       

Key Data Points to strategically answer the question

Key data points that can be utilized to respond to the questions above include the concept of customer and market analysis. In our case, consumers respond to the new gaming promotions positively, automatically, this is an indication of possible success. Also, key demographic characteristics of a customer by product are also very essential in this process as recognized by our entertainment team. On the other hand, the BI team frequently examine whether results of a sampled data indicate that an underserved market segment have greater revenue potential and act upon the findings.  

Our Measures of success

Some of the measures of success used by the entertainment team to decide if the program should be continued to full length cut across an in-depth analysis of the business. Being in a fast changing industry, it is paramount for the stakeholders involved to be on the lookout for new kinds or products, or rather, shifting to a new business model whenever possible. Technically, the new programs should be confined within the new trend of technology and should have enticing features that hold the power of customer satisfaction as well as retention. Through this, the firm has remained steadfast and ahead of all our competitors. In this case, a critical understanding of what a successful outcome is and how economic conditions as well as success factors interchangeably play a role in this is very essential. A relevant example can be obtained through the use of an explicit causal model that addresses the main components of the company. Subsequently, this is usually more useful in companies developing new products like in the case of our company. Relatively, two lead questions will enable the team determine whether the program can be absorbed for continued full program length:

• Are the metrics needed to ensure the unconditional success of the program achievable?
• Is it possible to predict a range of possible outcomes for specific success factors from the new program?

Insights to influence modifications of the program

The team can use some ideas to control changes to the program to enhance the success chances of the program. One way through which this can be achieved is by linking the governing objectives of the program with the themes of the games which are pop-culture and movie. It is important to acknowledge that the drivers of value change over a period and hence the programs should do as well. Technically, the only way this can be achieved is through reviewing the drivers of customer satisfaction. To improve performance and remain relevant, the entertainment team needs to embrace a growing torrent of statistics designed to improve performance of the firm in general. The common mistake that has been evident in the past in our case is the BI team held on to old-fashioned and flawed methods of metrics. However, the case today is different since there is the necessity to compete with rival companies.  

BI team assistance     

The BI team is a branch of the enterprise that is very important and has a very central role in the successful outcomes of the company. Conversely, their primary responsibility include to come up with an effective casual model that takes into account variables such as model cost and revenues. Subsequently, examining such variables would automatically aid the entertainment team in addressing questions such as, what implication the new product will have on the sales of the other complementary programs or the level of demand for the new product. In this case, the team can predict possible outcomes through the use of quantitative multiple scenario tools. An example include introducing the same program to a different market as a promotional product to access the impact the program has on diverse target audiences. Consequently, if such responsibilities are enacted by the BI team, the relevancy of the department would be made more essential hence enhancing success score cards.

Case 2

A service that integrates the customer's point of sale (POS) system and their payment gateway is more complicated and requires adequate attention for it to be effective. In connection, our services provide a full menu display on order, check closeout, as well as provide entertainment just as in the case of Buzz time and other enterprise customer locations. The rise of tablets and applications has made it possible for brands to create rich and durable relationships with their targeted audiences. Subsequently, it is important for data points to be captured to provide useful information to the targeted customer audience and this exactly where our programs intercede.

Data points that provide usage information to customers

The site starts with basics like customer name and email addresses and other identification details. However, under an anonymous profile, the field can be customized to be optional. Provision of such details allows our enterprise to customize communications with our customers.

Other data points that provide useful information include details of particular psychographic data points like lifestyles, personalities, and values. One of the benefits of this is that if you find out through the site that your customer has a child via a client questionnaire it is beneficial to consider marketing children games. Transactional data is also equally paramount so as to keep records of what customers purchase and how often the purchases are made. In relation, such details enable our corporate locations groups know which services and products are more marketable. Examples of companies such as Zappos and Amazon have powerful marketing practice commonly known as basket analysis which is also utilized by our various corporate locations.       

Reports that touch on Operations of Venues

The types of report that will be useful to customers in the operations of their venues include reports that touch on the potential benefits of using the site as an entertainment platform. Technically, the site provides interactive entertainment and innovative, customized dining with particular regards to restaurants and bars. Also, venues license Buzztime’s solutions to differentiate themselves via competitive fun through offering personalized menus as well as self-service dining features. Consequently, the platform improves operating efficiencies, amplifies guest’s positive experiences and creates connections among the venues and the players. Annual reports can entice undecided clients into joining and experiencing the fun filled experiences of the platform. Such reports, in this case, touch on the official base of the customer and a review of the revenue and profits. Relatively, as per now, the company has over 6000000 registered players and 60000000 games that are played each year. One of its very top customers, Buffalo Wild Wings is on the hunt for bringing a BEOND tablet based entertainment for all its clients, it is important to point out that our enterprise can learn a concept or two from the idea.

How Reports are provided to our Customers

Reports are provided to customers through channels that aim at enhancing the customer-company relationship. One of the ways through which this is possible is the use of customized emails and other legalized marketing platforms just as in our case. Emails are intelligent platforms through which valuable technical information can be passed and acquired. Other advertisements can also be made through the same customized emails. Players are expected to spread the word and invite their colleagues, friends as well as their families to their favorite location to enjoy fun filled evenings and different occasions hence aiding in recommendations. More information can be derived from the site of the platform on the company’s social network sites. Communication channeled between the two parties enables the entertainment platform to work on the extensive feedback be it positive or negative.

Challenges in Report Access and Distribution

Some potential challenges are associated with report access and distribution in our organization. These problems directly or indirectly influence the outcome of performance of any team regardless of the nature of the organization. Reporting in this case study inevitably confronts numerous challenges such as effects on individual behavior, expenditure involved, monitoring and evaluating the effects required. Individual behaviors are reflected in phrases an inclusive of a sense of urgency, awareness and wrestling with choices. Just as in many reporting cases, the benefits of disclosure are technically hard to separate from the benefits of actions and the entire process that the report represents. Access and distribution can also be influenced by the availability or lack of networking systems as well as general communication channels.

References

Cho, Charles H., Matias Laine, Robin W. Roberts, and Michelle Rodrigue. "Organized hypocrisy, organizational façades, and sustainability reporting." Accounting, Organizations and Society 40 (2015): 78-94.

Hannan, R. Lynn, Frederick W. Rankin, and Kristy L. Towry. "Flattening the organization: The effect of organizational reporting structure on budgeting effectiveness." Review of Accounting Studies 15, no. 3 (2010): 503-536.

Herschel, Richard T., and Nory E. Jones. "Knowledge management and business intelligence: the importance of integration." Journal of knowledge management 9, no. 4 (2005): 45-55.

I??k, Öykü, Mary C. Jones, and Anna Sidorova. "Business intelligence success: The roles of BI capabilities and decision environments." Information & Management 50, no. 1 (2013): 13-23.

Jiang, Yuwei, Angela Cho, and Rashmi Adaval. "The unique consequences of feeling lucky: Implications for consumer behavior." (2014).

Laursen, Gert HN, and Jesper Thorlund. Business analytics for managers: Taking business intelligence beyond reporting. John Wiley & Sons, 2016.

Ogden, Steve, Stella Minahan, and David Bednall. "Promotional Competitions: A Taxonomy of Campaign Framing Choices Integrating Economic, Informational, and Affective Objectives." Journal of Promotion Management (2017): 1-32.

Ranjan, Jayanthi. "Business intelligence: Concepts, components, techniques and benefits." Journal of Theoretical and Applied Information Technology 9, no. 1 (2009): 60-70.