Business Intelligence Case Study: Entertainment Team Program Success

This case study examines the success and challenges of two new game programs within the entertainment industry, focusing on pop-culture and movies. It analyzes promotional effectiveness, customer revenue, and the impact on the company's revenue and profits. The study delves into key data points such as customer and market analysis, demographic characteristics, and BI team's examination of underserved market segments. It explores measures of success, including technological trends and customer satisfaction, and provides insights to influence program modifications. Furthermore, the study addresses report access, distribution challenges, and the role of the BI team in creating effective causal models and predicting program outcomes. The study also includes a discussion on the use of transactional data, operational reports, and communication channels to enhance customer relationships. The study uses references to support the findings and analysis.

Running head: BUSINESS INTELLIGENCE 1
Business Intelligence
Name
13.8.2017
1500 Words
Institution

BUSINESS INTELLIGENCE 2
Business Intelligence
Case One
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

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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 analysis1. 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 possible2. Technically,
the new programs should be confined within the new trend of technology and should have
1 Jiang, Yuwei, Angela Cho, and Rashmi Adaval. "The unique consequences of feeling
lucky: Implications for consumer behavior." (2014).

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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
2 Tregidga, Helen, Markus Milne, and Glen Lehman. "Analyzing the quality, meaning and
accountability of organizational reporting and communication: Directions for future
research." In Accounting Forum, vol. 36, no. 3, pp. 223-230. Elsevier, 2012.

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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 metrics3. 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 cards4.
3 Wixom, Barbara, Thilini Ariyachandra, David E. Douglas, Michael Goul, Babita Gupta,
Lakshmi S. Iyer, Uday R. Kulkarni, John G. Mooney, Gloria E. Phillips-Wren, and Ozgur
Turetken. "The current state of business intelligence in academia: The arrival of big
data." CAIS 34 (2014): 1.
4 Wixom, Barbara, Thilini Ariyachandra, David E. Douglas, Michael Goul, Babita Gupta,
Lakshmi S. Iyer, Uday R. Kulkarni, John G. Mooney, Gloria E. Phillips-Wren, and Ozgur

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Case Two
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
Turetken. "The current state of business intelligence in academia: The arrival of big
data." CAIS 34 (2014): 1.

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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
locations5.
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
5 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.

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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 emails6. 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 organization7. Reporting in this case study inevitably
6 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.
7 Işık, 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.

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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): 78-94.8
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.
8

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10
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.
Işık, 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.
Renard, Damien, and Denis Darpy. "Viral promotional Games: Comparing the Impact of player
skills Versus Incentive Rewards on Game Recommendation." Journal of Advertising
Research (2017).
Tregidga, Helen, Markus Milne, and Glen Lehman. "Analyzing the quality, meaning and
accountability of organizational reporting and communication: Directions for future
research." In Accounting Forum, vol. 36, no. 3, pp. 223-230. Elsevier, 2012.
Wixom, Barbara, Thilini Ariyachandra, David E. Douglas, Michael Goul, Babita Gupta,
Lakshmi S. Iyer, Uday R. Kulkarni, John G. Mooney, Gloria E. Phillips-Wren, and Ozgur

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11
Turetken. "The current state of business intelligence in academia: The arrival of big
data." CAIS 34 (2014): 1.