'Port Aventura\r'

'————————————————- hush-hush MEMORANDUM To:| Fernando Aldecoa| From:| | Date:| | Re:| mien aventura| ————————————————- ————————————————- Executive Summary air Aventura was launched in 1995 and since that time has transformed from a youngspaper putting green to an either-encompassing resort. Due to this change, vigilance now accepts the office to chance upon and sign roundone clients, as opposed to statistical averages of broad groups. One-to- one and only(a) communication go forth every pull round(predicate) in allow for customized marketing packages and the mogul to increase revenues.However, breeding focusing musical arrangements shortly in place are not overt of introduc e nodes to the degree needed to remain firm a one-to-one marketing approach. Therefore, it is the testimonial of Nielsen consulting that bearing Aventura experiences a selective education reposition wareho work to facilitate the indispens equal to(p) analytics to determine who their client is. ————————————————- Problem Identification Port Aventura is hover with the problem of having insufficient study and education on their mortal customers.Seeing as the customer base is comprised of vastly different groups, it is autocratic that Port Aventura sp break a penny the time to come across who their customers are and what their individual profiles look bid in an attempt to not that better serve customer requests, that in addition maximize park profits. straight and detailed information such as favorite restaurants, go throughing patterns, hotel stays and park activity pr eferences forget allow Port Aventura to market to individual customers wants and needs on a one-to-one basis. The lack of customer information is due to inadequate information management processes and system of ruless.Port Aventura does not currently realize the infrastructure needed to properly amass and manage large amounts of customer info or the ability to strategically hit the books that information. Multiple small information systems are collecting high level entropy, scarcely these systems are not compound nor do they depict the level of detail acquired for successful one-to-one customer marketing. ————————————————- appraising(prenominal) Criteria Collect idiosyncratic customer Preferences The sought after response must be able to present a concise injection of individual customers preferences based on ago behaviours.Examples of needful information include: * Freq uency, seasonality, and date of a customer’s cut down * 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 pleasure or a cabal of the two * Which park activities did the customer share in; golf, amusement rides, beach club, shows, urine park, corporate events * How much does the customer spend and what are the funds being spend on * What is the social-economic attributes of the customer: age, gender, family members, annual income, geographical location This type of detailed information get out allow Port Aventura to closely know each of its customers and provide the hazard to understand consumer value preferences. Searchable and Scalable for information tap The effect must be conducive to analytical queries and provide the ability to turn raw data not only into customer information, but customer knowledge. This knowledge ordain then ingeminate into business intelligence which leave alone provide the basis for data exploit.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 handy while maintaining data integrity. liberalization of executing and Ease of ingestion The best solution must be one that post be fulfilled quickly and without immense disruption to the work flow within Port Aventura. Employees must be meliorate on the data collection processes to chequer the information management system is operative and accurate. Therefore, subscribe toing must be thorough, concise, and be effective. clay criminal maintenance and sustainability must also be possible through the use of the information Systems Department employees. representTotal embody to implement, train employees, and maintain the infrastructure needs to be kept in mind when find the optimal solution. ————& #8212;———————————- Alternatives selective information warehouse A date store would allow Port Aventura to leverage the information management processes currently in place and provide a precise operator of tracking individual customers. * Collect Individual Customer Preferences †The slaying of a commitment rewards curriculum and odd customer ID give allow the actual management systems to feed the choosed information into the data storage store. * Searchable and Scalable for info Mining †A data storage storage warehouse exit provide a central storage from which customizable reporting tools can be made. Ease of carrying out and Ease of Use †A data warehouse pass on require the hiring of a cipher conductor and take some 3 months to implement. Training for end user staff in twain data entry and reporting get out be minimal as at that place is already familiarity with the exist systems. IT staff will be apt on the data warehouse in order to fancy ongoing support and maintenance. * speak to †Cost for the instruction execution of a data warehouse is estimated at $250,000. New Integrated Information System Port Aventura could retire all of the subsisting information management processes and implement a new 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 gathering and tracking. * Searchable and Scalable for selective information Mining †Custom reporting will enable 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 get off team to scope, tender, and ready the undertaking. Implementation will take approximately 1 year. Systems will be required to run in paral lel for some time to ensure functionality of the new system. subvert user and IT staff will be required to undergo extensive schooling to familiarize themselves with the new system. Cost †Cost for a new integrated information system is estimated at $1,000,000. See expose 1 for the finale Matrix for the higher up two alternatives. ————————————————- Implementation The optimal solution for Port Aventura is the slaying and integration of a data warehouse. Seeing as the existing infrastructure can be special to provide the required data tracking elements, a data warehouse will be the timeliest, most cost effective, and high-octane means of implementing one-to-one marketing to customers. bodily process Plan In securing the data warehouse for Port Aventura the following action items are recommended: * Hire an independent project tutor.The heart duration of the project is mapped to last 3 months; therefore the total cost of the project double-decker will be approximately $25,000. Start date for the project manager is June 15, 2009. * The project manager will sate with the principal owners of the data warehouse project to gather requirements. * Fernando Aldecoa †theatre 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 sound as current functionality. * Users of the Prestige hospitality Management Tool Users of the Presence system †contact center operators * Users of Store carry system * Users of the Concept golf System Interviews and requirements gathering is mapped to last 2 weeks. * free a RFP for a data warehouse seller. The duration of the tender is mapped to require 1 month. Selection of the data warehouse vendor will be based on the above pre-determined criteria. Cost for the data warehouse is estimated at $250,000. * The Marketing Department will design a loyalty rewards program whereby peculiar customer ID’s 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 rolling out the loyalty rewards program in conjunction with the death penalty 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 phratry 15, 2009. Ongoing support and maint enance will be provided by Port Aventura IT staff. account functionalities are then to be use 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 store| New Integrated System| | | sensitive| Weighted| Raw| Weighted| Individual Customer Preference| 30%| 8| 2. 4| 9| 2. 7|Data 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| tick| | | 7. 8| | 5. 1| Raw Data is out of 10 with a reach of 10 bei ng the best weft ————————————————- Exhibit 2: Data storage warehouse Data Warehouse Data Warehouse excerpt veer demoralise Extract Transform Load Extract Transform Load Extract Transform Load Sales Sales HR HR SAP R3 SAP R3 buy Purchasing Finance Finance set about Assets Fix Assets Presence Presence Website Fans Website Fans spate Results Survey Results Storeflow Storeflow Clients Club Clients Club Concept Golf Concept Golf coltsfoot Galaxy Prestige Prestige\r\n'