Port Aventura

- underground MEMORANDUM To Fernando Aldecoa From Date Re larboard aventura - - Executive Summary way Aventura was launched in 1995 and since that time has transformed from a theme common to an comprehensive resort. Due to this change, forethought now requires the ability to identify and target individual clients, as opposed to statistical averages of broad groups. One-to- wizard communication forget allow for customized securities industrying packages and the ability to maximize revenues.However, entropy care systems induely in place argon not capable of tracking clients to the class needed to support a one-to-one marketing approach. Therefore, it is the recomm supplantation of Nielsen consulting that mien Aventura implements a entropy warehouse to facilitate the take analytics to determine who their customer is. - Problem Identification bearing Aventura is poised with the problem of having insufficient development and information on their individual custo mers.Seeing as the customer base is comprised of vastly different groups, it is imperative that Port Aventura take the time to identify who their customers are and what their individual profiles look like in an attempt to not notwithstanding better serve customer requests, just now also maximize park profits. Accurate and breaker pointed discipline such as favorite restaurants, disbursal patterns, hotel stays and park activity preferences entrust allow Port Aventura to market to individual customers wants and needs on a one-to-one basis. The lack of customer selective information is due to inadequate information management processes and systems.Port Aventura does not before long have the infrastructure needed to properly collect and manage colossal amounts of customer information or the ability to strategically analyze that information. three-fold small information systems are collecting high level entropy, but these systems are not combine nor do they depict the lev el of detail required for successful one-to-one customer marketing. - Evaluative Criteria Collect exclusive Customer Preferences The desired firmness of purpose must be able to present a concise snapshot of individual customers preferences based on other(prenominal) behaviours.Examples of required information include * Frequency, seasonality, and continuance of a customers visit * Did the customer stay in one of the hotels, and if so which one and what type of room * Is the customer visiting for business or joyousness or a combination of the two * Which park activities did the customer touch on in golf, amusement rides, beach club, shows, water park, corporate events * How much does the customer spend and what are the funds being spent on * What is the social-economic attributes of the customer age, gender, family members, annual income, geographical location This type of detailed information go away allow Port Aventura to intimately know each of its customers and provide th e chance to understand consumer value preferences. Searchable and Scalable for Data dig The solution must be conducive to analytical queries and provide the ability to turn in the buff data not only into customer information, but customer companionship. This knowledge give then translate into business intelligence which go out provide the basis for data mining.Port Aventura needs the ability to extract the relevant information to identify opportunities, strategies, and predictive behaviours on its customers. Additionally, historical data must be stored and easily accessible while maintaining data integrity. excuse of slaying and easement of Use The optimal solution must be one that back tooth be implemented quickly and without considerable disruption to the work escape within Port Aventura. Employees must be educated on the data collection processes to ensure the information management system is usable and accurate. Therefore, teaching must be thorough, concise, and equa l effective. System maintenance and sustainability must also be possible through the use of the Information Systems Department employees. make upTotal cost to implement, train employees, and maintain the infrastructure needs to be kept in mind when determining the optimal solution. - Alternatives Data Warehouse A fitting warehouse would allow Port Aventura to leverage the information management processes before long in place and provide a precise means of tracking individual customers. * Collect mortal Customer Preferences The instruction execution of a loyalty rewards program and unique customer ID allow for allow the quick management systems to feed the required information into the data warehouse. * Searchable and Scalable for Data Mining A data warehouse will provide a important storage from which customizable report tools can be made. Ease of Implementation and Ease of Use A data warehouse will require the hiring of a throw off four-in-hand and take approximately 3 months to implement. Training for end user staff in both data entry and reporting will be minimal as there is already familiarity with the existing systems. IT staff will be trained on the data warehouse in order to ensure ongoing support and maintenance. * Cost Cost for the implementation of a data warehouse is estimated at $250,000. newly co-ordinated Information System Port Aventura could retire all of the existing information management processes and implement a refreshed fully integrated information system to tie all aspects of the business together and track individual customer behaviour. Collect Individual Customer Preferences A new integrated system will be designed for optimal information collection and tracking. * Searchable and Scalable for Data Mining Custom reporting will change identification and tracking of all individual customer behaviours. * Ease of Implementation and Ease of Use A new integrated system will require the hiring of a project team to scope , tender, and organize the undertaking. Implementation will take approximately 1 year. Systems will be required to make pass in parallel for some time to ensure functionality of the new system. terminate user and IT staff will be required to undergo broad training to familiarize themselves with the new system. Cost Cost for a new integrated information system is estimated at $1,000,000. See read 1 for the Decision Matrix for the above two alternatives. - Implementation The optimal solution for Port Aventura is the implementation and integration of a data warehouse. Seeing as the existing infrastructure can be modified to provide the required data tracking elements, a data warehouse will be the timeliest, most cost effective, and efficient means of implementing one-to-one marketing to customers. carry out Plan In securing the data warehouse for Port Aventura the following treat items are recommended * Hire an independent project passenger vehicle.The total duration of the pro ject is mapped to goal 3 months therefore the total cost of the project autobus will be approximately $25,000. Start date for the project manager is June 15, 2009. * The project manager will meet with the principal owners of the data warehouse project to gather requirements. * Fernando Aldecoa Director of finance * Robert Magi Director of IS * Mercedes de Pablo Managing Director of Port Aventura Additionally, the project manager will meet with end users of the existing management systems to understand processes and procedures as well up as current functionality. * Users of the Prestige cordial reception Management Tool Users of the Presence system contact center operators * Users of memory Flow system * Users of the Concept Golf System Interviews and requirements gathering is mapped to last 2 weeks. * Issue a RFP for a data warehouse trafficker. The duration of the tender is mapped to require 1 month. Selection of the data warehouse vendor will be based on the above pre-det ermined criteria. Cost for the data warehouse is estimated at $250,000. * The Marketing Department will design a loyalty rewards program whereby unique customer IDs will be created as a means of tracking individual customers behaviour. The project manager will be responsible for implementing the unique customer ID entity into the existing information management systems.The marketing department will be responsible for roster out the loyalty rewards program in conjunction with the implementation of the data warehouse. Total cost for implementation and marketing of the loyalty rewards program is estimated at $100,000. * Implementation of the data warehouse is mapped to require 1. 5 months. During this time, IT staff will be trained on the functionality of the data warehouse and end users will be trained on the new data inputs as well as the data mining capabilities of the data warehouse. * The go-live date is mapped to be folk 15, 2009. Ongoing support and maintenance will be provide d by Port Aventura IT staff. Reporting functionalities are then to be used by the marketing department to implement one-to-one communication with customers. Summary The implementation of the data warehouse is expected to last 3 months and requires $375,000 in capital (including the implementation of the loyalty rewards program). Ongoing support and maintenance of the data warehouse is estimated at $25,000 per year. This cost is minimal compared to the expected revenue from one-to-one marketing to consumers. - Exhibit 1 Decision Matrix Weight Data Warehouse New Integrated System Raw Weighted Raw Weighted Individual Customer Preference 30% 8 2. 4 9 2. 7Data Mining 20% 8 1. 6 8 1. 6 Implementation and Use 20% 7 1. 4 1 0. 2 Cost 30% 8 2. 4 2 0. 6 tag 7. 8 5. 1 Raw Data is out of 10 with a score of 10 being the best option - Exhibit 2 Data Warehouse Data Warehouse Data Warehouse aspirate metamorphose Load Extract Transform Load Extract Transform Load Extract Transform Load Sales Sales HR HR SAP R3 SAP R3 Purchasing Purchasing Finance Finance Fix Assets Fix Assets Presence Presence Website Fans Website Fans Survey Results Survey Results Storeflow Storeflow Clients bon ton Clients Club Concept Golf Concept Golf wandflower Galaxy Prestige Prestige