Mining the

Data Warehouse

Prepared for:A. T. M. Jakaria Khan

Course Instructor: Management Information Systems

Prepared by:Group 21Jinhar Zahidi, RH16Bushra Ahmed, RH21

December 17, 2014Institute of Business Administration, University of Dhaka

Company Background

Key Concepts

Case Analysis

Answers to Case Questions

Contents

Company

Overview

American Dairy Company Operating Internationally

Founded by Ben Cohen and Jerry Greenfield

First Ben and Jerry's franchise opened

Bought by Unilever

1978

1981

2000

Ben and Jerry’s

Focus:

frozen & premium pizzas

1985

1992

2011

Founded in Beverly Hills, California

PepsiCo bought a controlling interest

Acquired by Golden Gate Capital

Leading casual dining restaurant chain

266 locations in 32 states and 19 foreign countries (as of 2011)

America’s best pizza chain for 2 years in a row

California Pizza Kitchen

Noodles & Company

Founded in 1995 in  Denver, Colorado

Offers international and American noodle dishes

410 locations

31 states

KeyConcepts

the process of analyzing data to extract information not offered by the raw data alone

Data-mining tools

information that people use to support their decision-making efforts

Data warehouse

Data mining

use a variety of techniques to find patterns and relationships in large volumes of

information and infer rules from them that predict future behavior and guide decision

making

Business intelligence

a logical collection of information – gathered from many different operational databases – that supports business analysis activities and

decision-making tasks

CaseAnalysis

Business Intelligence Software:

Business Objects+

Database:

Oracle

Enables tracking over 140 ingredients in over 200 products

Officials can access, analyze, and act on customer information collected by the sales, finance, purchasing, and

quality-assurance departments.

Ben

an

d Je

rry’s

Difficulty with large volumes of data and complex calculations

inability to link cells and calculations across

multiple spreadsheets

updating records very time-consuming

Quarterly forecasting

cycles reduced from 8 days to 2 days

More time reviewing results rather than collecting and entering information

Califo

rnia

Pizza

Kitch

en

Spreadsheets

Cognos

Nood

les a

nd

C

om

pan

y

Days spent compiling report requests from numerous departments

Reports accessed daily through company Web site

A single, 360-degree view of the business

Consistent reporting throughout the enterprise

Flexible query and reporting capabilities

Information pattern recognition

Cognos Direct information from relational, operational, and other systems

How is Ben & Jerry’s using BI tools to remain successful and competitive in a saturated market?

Case Question 1

Using Oracle and Business Objects BI tool

Tracks the ingredients to deal with customer complaints

Access data from all departments

Tracked more than 12,500 consumer contacts in 2005

Helps in maintaining customer focus in the saturated market

Why is information cleansing critical to California Pizza Kitchen’s BI tools success?

Case Question 2

• Critical to maintain high quality information of all the branches

• Low-quality information costs U.S. businesses $600 billion annually

• Using Cognos, California Pizza Kitchen can link information easily

• No longer manually making changes in spreadsheets• Provides up-to-date information that is clean and

error-free

Information cleansing: a process that weeds out and fixes or discards inconsistent,

incorrect, or incomplete information.

Why is 100 percent accurate and complete information impossible for Noodles & Company to obtain?

Case Question 3

Cost

Complete butwith knownerrors

PerfectInformati

onbut

Expensive

Very Incomplete

but accurate

Accuracy

Com

plet

enes

s

100%

100%

0%

Accuracy vs. Completenes

sTradeoff

Expensive Information

CleansingSoftware

Describe how each of the companies above is using BI from its data warehouse to gain a competitive advantage.

Case Question 4

Tracks each ingredient

from sourcing to sales

Measuring supplies

against quality standards

Handling financial

records in shorter time

Coordinates marketing

efforts

Tracking Product

performance

Dealing with 225 customer interactions a

week

Evaluating Complaints

Quality Control

EfficiencyMeasuring Performanc

e

CustomerRelations

Ben and Jerry’s

Using BI tools has led to:

More efficient data Handling

Reduced forecasting cycles

Improved financial analysis capabilities and

better quality information

Communicating real time operational information

Organization wide user access

Leveraging new opportunities through flexible queries and reporting

California Pizza Kitchen Noodles and Company

ThankYou