Business Intelligence for the Airline Industry of Australia

This article discusses the benefits of Business Intelligence (BI) for the airline industry of Australia. It explains how BI helps in data-driven decision making, predictive modelling, and improving customer services. The article also provides insights on the challenges faced in the effective use of BI and the scope for further research. The content includes dashboards and commentary on flight cancellations, delays, and airports responsible for delays.

Running head: BUSINESS INTELLIGENCE FOR THE AIRLINE INDUSTRY OF AUSTRALIA
Business intelligence for the airline industry of Australia
Name of the Student
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Introduction
Use of BI (Business analytics) helps the business organization in order to have a
data-driven approach to know and compete in the competitive business environment through
the use of the data modelling and statistics to develop improved business insights. This
combination of business and technology makes it the best strategic tool for organization to
handle, process and get insights from big data collected from different sources. Furthermore,
the data analysis and business intelligence tools enables the organizations to create predictive
modelling for their business. This is done through the analysis of the available data about a
past performance of the flights and its business in order to predict the way it may perform in
the future. Depending on the predictions the organizations takes business decisions
accordingly for better performance.
Users explore data via visualizations, natural-language-generated narration, search
and NLQ technologies.
Business intelligence
Business Intelligence or BI is generally referred to the applications and technologies
utilized for the collection, analysis, presentation and integration of the data and information
generated in the business process. In the contemporary times, business process does not
regard data and content as separate aspects. Instead it is nowadays utilized as an integrated
approach for enterprises. For aviation industry as well, it is considered that all the predictive,
current and historical data for the business operations will be handled easily with the help of
Business Intelligence applications and technologies.

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It has been found that the traditional technologies that were in use in the aviation
industry had plagued the system with faulty handling of business data generated every day.
Business Intelligence in the aviation industry does not only take heed of the passenger details
and flight history or data for a particular aviation organization, but also generates information
about the condition of the flights and the feedback data of the passengers. Without the
implementation of the Business Intelligence application and technologies, there have been
incidences reported where the flights have been found to have dirty and unhygienic
environment and uncomfortable seats. The application of Business Intelligence does not
disregard these minute factors of the aviation industry as well. Missing out on these minute
data might cause unrest within the passengers, which in turn would result in loss of the
business organization in the long run.
Business Intelligence is generally utilized in the aviation industry for the better
analysis of data generated, which would further enhance the ways by which decision is made
in the organization. Decision making is a major aspect for any business organization that is a
decisive factor of the future of the organization as well as the industry in which the
organization deals. Faulty handling of data often makes it difficult to reach to a conclusion to
make an effective decision in favour of the organization. It has been noted that over the past
few decades, the innovations and business decisions that has been taken in favour of the
aviation organizations in Australia have all been mediocre in their actions, which has resulted
in lousy customer services. Perhaps it can be noticed that more than any other industry, the
aviation industry requires the utility of Business Intelligence the most.
For the business analysis project there are multiple tools that can be used for analysis
of the datasets. Following are few of the tools that can be used;

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Analytics Dashboards: The capacity to make profoundly intelligent dashboards and
substance with visual investigation and implanted progressed and geospatial examination to
be devoured by others.
Intuitive Visual Exploration. Empowers the investigation of information through a
variety of representation choices that go past those of fundamental pie, bar and line outlines
to incorporate warmth and tree maps, geographic maps, dissipate plots and other unique
reason visuals. These apparatuses empower clients to examine and control the information by
collaborating straightforwardly with a visual portrayal of it to show as rates, canisters and
gatherings.
Data Discovery: Automatically finds, envisions and describes essential discoveries,
for example, relationships, exemptions, groups, connections and expectations in information
that are applicable to clients without expecting them to manufacture models or compose
calculations. Objectives and benefits of the BI solution
Business Intelligence always opts for providing the best possible analysis to make an
industry take effective business decisions. It is found that, with the implementation of
Business Intelligence it has been possible that in today’s time aviation industry is at that point
of innovation that it can effectively utilize the big data analysis techniques to make effective
decisions regarding the business. Following are the benefits by which the aviation industry in
Australia has been endowed with the implementation of effective Business Intelligence or BI
solutions:
 Flight schedule managements and reduction of cancellations: Reports have
predicted the facts that the pilots in a flight are soon to be replaced with that of
Artificial Intelligence enabled robots. However, in reality, the situation is a tad

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different as there has been an overflow of pilot shortages. Pilot shortages have
resulted in cancellation of flights which has made aviation industry lose
millions of dollars. This problem has found a solution with the implementation
of the Business Intelligent solutions that provide an application specialized in
generating sophisticated flight schedule management systems. This technology
has made it possible for the organizations to utilize Business Intelligence in
developing pilot utilization to keep the flights flying and reducing flight
cancellations altogether. The technology has the ability to locate the delays
that occur within the daily operations and utilizes intuitive visualizations to
alert the schedulers of the crew and solve all the issues to before the flight gets
cancelled.
 Prescriptive Maintenance for Accurate Decision Making: Maintenance
problems are reduced at a noticeable rate when Business Intelligence is
utilized to make positive changes in the aviation industry. Since the aviation
industry has adopted the technology of Internet of Things or IoT, the massive
amount of data generated each day by the aircraft sensors are easily
maintained by advanced methods. In addition to that, the aviation industry
utilizes predictive methodology for the generated data. This Business
Intelligence method for the predictive data maintenance provides the crew
with the information about a particular object, system or item on how long it
can be utilized to its full potential. Based on that, the crew can make sure of
the utility of the item, object or system before replacing it with a new one.
 Chatbots for improved customer services: One of the major advantages that
Business Intelligence has provided the aviation industry with is freeing it from
its ill-reputation of providing bad customer services. There are many

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noticeable issues in the airlines and aviation industry about customer services
being rude to the clients and having severe issues with the ticketing and
accommodation services. Thus, the BI technology has presented the aviation
industry with chatbots. Chatbots are the business intelligence solutions that
realises the basic requirements of a customer and readily fetch the information
that have been asked for. In addition to that, these chatbots are never rude to
the customers and provides them with ready solutions at any given point of
time since they are active 24/7.
 Implementing Robotics for Safety and Quality: It has been found that in the
aviation industry, the huge amount of generated data has made it very difficult
to accurately analyze and make a decision based on them. Thus, the safety of
the aviation industry is also affected by this. It has been reported that before
the implementation of Business Intelligence in the aviation industry, the
wrong choice of decisions has resulted in 6.2 percent of the industry
employees to sustain several injuries alone in the year 2015. Therefore, the
technologies of Business Intelligence have made intelligent and automated
manufacturing processes for the aircraft that provides a much smaller window
for any possibility of human error and an injury further making use of the
artificial intelligence enabled robots to take decisions for aircraft
manufacturing.
Assumptions made for this project
For this business analytics project some assumptions are made which are can impact
that airline industry and specifically for the organizations that operate in the region.
Following are the assumptions for this case;

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The organizations maintain their business strategy same for the period while the
dataset is collected.
All the internal and external factors affect the concerned organizations in the same
way.
All the organizations in the data set operated the same number of flights in the routes
which were not changed at the time of collecting data.
There is no inconsistency in the selected data set for analysis.
BI Dashboards and commentary
For this project the data set of different aviation organisations operating in Australia
is collected from https://bitre.gov.au/publications/ongoing/domestic_airline_activity-
time_series.aspx.
Cancelation of the flights organization wise is given by the following dashboard,
Following is the comparison of the Quantas and Virgin Australia for the cancellation
of flights,

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From the above dash board, it is evident that, Virgin Australia has the highest
calculation rates of the flights compared to the Quantas airline organization. The highest
number of cancellation happened in the month of July,2016 which sums up to 1124.
The number of Distinct routes in which the Quantas and Virgin Australia is operating
is provided by the following dashboard;

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It is evident from the above dashboard that Virgin Australia is operating in 121 routes
where as in case of Quantas it operates in the 73 routes.
Following is list dashboard that depicts the trend in the delays by Quantas as well as
Virgin Australia.
From the above dashboard it can be said that the lowest number of cancelations for Quantas
was in the February, 2016
The drivers behind the cancellation of the flights are depicted in the below dashboard,

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The strongest factors that influences the rate of cancellation for the different flights that are
present in the dataset are given by,
I. Arriving port and Airline
II. Airline and departing port
Different combination of this factors with some other elements are most impactful on the
cancellation of the fights.
In the next section, the airports that are responsible for most number of delayed departures
of the flights by the Quantas airline.
According to the above dashboard it can be stated that there are mainly six airports that are
mainly responsible for delayed departures. The Chocolate segment in the pie chart represents
all other airports which we are excluding in our analysis project. Now the light green
coloured sections represents the Sydney airport, dark green section represents the Melbourne
airport and lastly the light blue colour represent the delayed departure from the Brisbane
airport.

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Recommendations
From the above analysis it can be stated that even though the Virgin airlines is
operating in more routes compared to the Quantas but the quality of service is always below
Quantas from the perspectives of onetime arrivals, departures and cancellation. Therefore,
following are the recommendations that can help Virgin Australia in order to acquire better
market share in the industry.
i. The Virgin airlines needs to improve its departure timings of the flights as it
is found that there are more number of delayed flights of Virgin airline
compared to Quantas.
ii. More over the Virgin airlines should try to improve its timings at the airports
that mostly contribute to the delayed departure of the flights. This airport is
listed as below,
Challenges in the effective use of business intelligence for the
organizations
1) In the utilization of the BI and analytics the most important issue is identification
of the relevant and meaningful metrics and measures vital for the industry and business
through the proper monitoring and analysing in order to improve decisions as well as actions.
Improved decisions and consequently the concerned actions contribute to better
business performance through the improvement of the right metrics of the business. Use of
the BI in different departments would have desired impact as long as all of them work as
single systems with stream lines inputs and outputs.
2) In order to use the BI and result of analytics effectively it is important to ensure
the availability of clean data from different sources. This data may include data concerning

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the existing and loyal customers from different airports or sectors which is not mentioned
presently in the selected data set in order to provide better service to the customers. From the
previous different projects, it is found that the in case of BI project and data warehousing the
above mentioned were described as a big challenge for usage of BI in order to improve
business.
3) The business analytics and implementation of different processes required
collaborative effort from different departments with significant amount of input from the top
level management and executives in the organization.
4) It is seen that for the vast majority of the organizations uses Business intelligence
application and its outcomes to help the top level administration of the associations as the
aftereffects of the examination encourage their requirements better. Though the need is to
prepare the line administrators additionally with operational business insight to help them in
their work.
5) The professionals from different departments are required to have quantitative
aptitudes and furthermore be technically knowledgeable to use the insights availed from the
BI tools.
Scope for further research
Research methodologies that have been utilized in this matter have led to a certain
stage of results which are satisfying the entire research for now. However, there is always a
scope for further research given the vast possibilities of the utility of Business Intelligence
adoption in the aviation industry. It has been noted in the aviation industry, the data generated
are huge in number. The amount of data utilized for this research has been limited to a certain
level that has resulted in limited scope of research for the aviation industry.

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Therefore, ideally there could have been a much broader prospect of applying the data
to use if there had been much more data available to identify the problems that aviation
industry has been facing at the recent times. This would have further resulted in making
decisions based on the analysis of the provided data to make sure about the hazards that the
aviation industry faces every now and then without the use of Business Intelligence
technologies and the after effects of utilizing the same. The general aviation operations go
through several problems throughout the day and thus the assumptions made at the end of
every working day is subjected to changes. In addition to that, there has been a restriction in
the research process with provisions regarding the customer related data. Therefore, as per
the scope in the research, there would have been much more possibility for systematic
analysis based on the customer related data. This would have made a scope of further
advancements in the research by providing a detailed informative analysis to the customers so
that they would have the information about availing the best possible aviation services based
on the results of the research. Thus, collectively, it can be said that if there was an availability
of more generated data, especially the customer-related ones, there would have been scope of
a much detailed research made over the aviation industry and its implementation of Business
Intelligence technologies.
With the results of data analytics, it can be said that the selected airlines can be able to
respond to the trends and issues more rapidly in order to match and improve with the ever
changing aviation industry conditions. The reason behind this can be states as with the
frequent use of the data analytics and it will have faster access to the data related to their
operations. With the improved data analysis of the it will contribute to the Virgin Airlines in
its improved growth while resolving the issues relate to the operation.

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Conclusion
With the above data analysis project using the data analytics tools it enables the
business organization to take better as well as faster decision making from the available of
insight. In this way the insight will balance the organizations capability to respond rapidly
with clear business strategy.
In this way it will let the organization know whether the selected business strategies/
actions taken for improving the business are appropriate or not. Moreover, the organization
will be able to find if some internal factors are holding the business organization back. If
there are any issues are found, then the possible solutions also can be sorted out through the
improvement of processes.
In addition to that, the business intelligence is also helpful in the conducting
competitor analysis in the market comparing the performance with others. With the clearer
idea about the idea about the competitors through the data analytics insights can help in
determining the strategies to which the competitors are up to.

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