Business Intelligence Application in Air New Zealand: Report

This report provides a comprehensive literature review on the application of Business Intelligence (BI) within Air New Zealand. It begins with an abstract and introduction highlighting the strategic goals of BI, emphasizing its role in data transformation and decision-making. The report then delves into the discussion of big data in the airline industry, detailing its characteristics like volume, variety, and velocity, and explaining how BI systems process this data. The study explores the benefits of BI in the airline sector, including optimizing processes and meeting customer needs. Furthermore, it differentiates between general-purpose and airline-specific BI tools, providing an overview of various software products and their applications. The report also discusses the importance of business intelligence for Air New Zealand and the significance of this technology for the airline industry. The report is structured with an introduction, discussion, and conclusion, supported by figures and tables, along with a list of references.

Running head: BUSINESS INTELLIGENCE
Business Intelligence
Name of the Student
Name of the University
Author Note:

1BUSINESS INTELLIGENCE
Abstract
Business Intelligence is all about making use of software and services for transforming data into
intelligence. It mainly tends to inform about the organization (Air New Zealand) strategic goal
and business decision. There are many tools in business intelligence which is needed for
analyzing and accessing proper finding in the organization annual report. Apart from this, it can
make use of maps, chart so that they can provide required details about business intelligence to
the client. The main goal of business intelligence is to help Air New Zealand in making better
decision. Business intelligence is nothing but data-driven decision support system. Air New
Zealand group aims to operate a global network that provides air service and cargo transport
services. It mainly works from and within New Zealand to carry more than 15 million passengers
on everyday basis. Both strategic focus and competitive advantage of Air New Zealand tends to
lie within Pacific Rim. The network of this organization has expanded from New Zealand to
Australia, North America, United Kingdom and other regions. Air New Zealand is considered to
be as one of the world leading airline organization. It tends to offer a range of unique products to
its passengers in the whole airline industry.

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Table of Contents
Introduction..........................................................................................................................3
Discussion............................................................................................................................4
Big Data in airline industry..............................................................................................5
Business Intelligence in Airline Industry........................................................................7
General Purpose Business Intelligence Tool.................................................................10
Airline Specific Business Intelligence Products............................................................14
Conclusion.........................................................................................................................16
References..........................................................................................................................18

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Introduction
Air New Zealand has planned to come up with strategic development of partnership with
an organization named as Magic Leap. The organization is planning to build the next spatial
computing platform with them(Airnewzealand.co.nz, 2019). Cultural expression for warmth and
respect in New Zealand is considered to be known for first impression for their corporation and
their travel experiences. Air New Zealand aims to employ a team of professionals who are
trained to assist in the proper design of corporate arrangements. Apart from this, it focuses on
providing competitive pricing so that it can meet the company travel and its compliance policies
(Larson & Chang, 2016). Business intelligence is computer-based tool and software which aims
to collect various kind of complex data of the organization. It aims to condense it in the form of
report. The data collected mainly emphasizes on particular department so that it can provide an
overview of present status of Air New Zealand. There are many large organizations that come up
with huge amount of data which needs to be processed (Sangar et al., 2015). It can provide huge
number of benefits that come up from business intelligence although smaller concern makes use
of it. Business intelligence will help Air New Zealand to identify most the profits of consumers.
It can easily become a trouble spot with the organization aims to provide return on investment of
certain products.
In the coming pages of the report, a literature review has been conducted with respect to
application of business intelligence in Air New Zealand. Business Intelligence can improve the
overall business status of Air New Zealand. Apart from this, the present application of Business
Intelligence has been discussed in details. The business domain of Air New Zealand is airline
industry. An overview has been provided with respect to the fact that how business intelligence
can provide benefit to airline industry.

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Discussion
Airline industry is totally characterized by large quantities both complex and unstructured
data. The rapid changes in the data can categorized like big data which is all about carrying out
an analysis of tool for exploring the overall purpose knowledge as decision support for
organization (Trieu, 2017). There are various organization which requires fundamental activities
and overall improvement of the process they carry. Business Intelligence comes up proper
instrument so that they optimize the overall process of gathering airline data. It is mainly done so
that they can optimize overall profits along with meeting the need of customers. Airline industry
aims to provide easy access to large volume of data that has proper decision support (Fan, Lau &
Zhao, 2015). The processing of data is mainly seen by general purpose of business intelligence
system. It is all about processing of data by making use of specific business intelligence system.
Fig 1: Role of Business Intelligence in Airline Industry
(Source: Yeoh & Popovič, 2016)

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Big Data in airline industry
Big data is a term which focuses on the collection of data that have emerged in the last
few years. It can be defined as the consequence of proper development of information and
communication-based technologies (Moro, Cortez & Rita, 2015). Big Data comes up with three
important properties that are velocity, variety, and velocity.
Volume: Big data is all about storing huge quantity of data. It makes impossible to
analyze the overall process without any kind of dedicated software and computational power.
Big Data requires the use of large storage devices (Fink, Yogev & Even, 2017). It is all about
making use of quantity that is being limited by proper storage in the given devices.
Variety: Huge variety of big data can create problem for the people who develop
algorithm. The variety of big data can make exploration much more challenging than the present
data sources (Kasemsap, 2015). Some of the data sources are structure data warehouse and
relational database.
Velocity: Big Data is generated on continuous basis from various technological
resources. It is mainly found in the air industry where data is related to air traffic, data from
sensors in airplane.
Airline industry tends to generate huge amount of data which is known to be big data.
The fact can be taken into account that it come up with opportunity. It comes with both, that is
opportunities and huge number of challenges for business in carrying out business in specific
area (Brooks, El-Gayar & Sarnikar, 2015). There is an accumulation of huge volume of data in
the whole aviation industry and other domains of activities. It can be considered to be activity to
make exploitation of data by making use of some specific tool. It is all about obtaining proper

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information which can be used by managers. People who are in charge to develop can improve
the overall process which is carried out by aviation industries. Complex and concurrent data aims
to create huge amount of technical challenges in both collecting and sorting of mining aviation
database (Kimble & Milolidakis, 2015). Overall data of aviation industries aims to exceed the
overall capabilities of desktop computing. Data from aviation comes up with huge volume which
has formats and characteristics of big data. The big data technology makes use of provenance
from the whole airline industry. Cross-Platform aviation analytics that makes use of big data
which come up with multiple sources like tracking flight data, operation in airport, weather data
and market information (Wieder & Ossimitz, 2015). In the given figure given below, a data
circuit has been provided for the provenance of data for their integration and proper processing
by business intelligence system.
Fig 2: Data Sources and Processing in Aviation Industry
(Source: Gupta, Goul & Dinter, 2015)

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Business Intelligence in Airline Industry
According to (Bach, Čeljo & Zoroja, 2016), business intelligence is all about providing
accurate information to the respected people of the organization at the right instance. The term
comes up capability of transformation of present data into required information which can be
used by organisation (Air New Zealand). It can be used for building trust which is again used for
making effective decision. As per (Banerjee & Mishra, 2017), business intelligence is a well-
known technology which allows people from various levels to access and interact with data
processes. It is all about improving the overall performance so that improve their performance
and discovering of new kind of opportunities and work in more efficient way. The main
characteristics of business intelligence system are to make use of software that can be used for
data collection and separate it from data warehouse. It comes up at the same time to connect of
given stack architecture that comes up with idea of processing and making it for different
business issues (Mariani et al., 2018). There is some specific functionality of business
intelligence system like
 Business process and its objective are all about measuring the overall
performance processes of the airline industry (Dobrev & Hart, 2015). The main
opportunity is all about improving the performance with respect to best practices
available.
 Qualitative analysis is all about carrying out an analysis by making use of
predictive analytics (Chen et al., 2017). A prediction can be made with respect to
travel habit of the passenger. Airline industry can optimize their schedule for
aircraft and interval of services.

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 There are capabilities to make use of different kind of tools which can be used by
entities that are both inside and outside the organization (Andronie, 2015). It
mainly tends to work by electronic data interchange or by sharing of data.
 Air New Zealand can make use of knowledge management software so that they
can identify within the organization and make it more interesting (Döppner,
Derckx & Schoder, 2018). Managers of the organisation can easily adopt required
decision which is made by the system.
 Air New Zealand can make use of methodologies and ways for implementation of
interactive information gathering.
Big Data aims to impose new kind of requirements for the present business intelligence
based tools (Bachwich & Wittman, 2017). There are some traditional models and techniques that
need to be redefined for providing decision makers with proper kind of data analysis. It is carried
out by the help of cloud and form big data. In airline industry, Business intelligence system is
mainly designed to optimize the overall process in airline-related data (Ahang, Taheri & Ataei,
2016). The related data so the activities are mainly conducted so that they optimize the overall
profits along with meeting the customer needs.

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Fig 3: Benefits of Business Intelligence in Airline Industry
(Source: Nadj & Schieder, 2016)
An organization like Air New Zealand which has huge amount of data comes up with
exact option for extracting useful decision support information. There are mainly two kinds of
option available like
 Data processing by use of general purpose business intelligence system
 Data processing by making use of industry specified business intelligence system.
General purpose business intelligence system comes up with huge number of benefits that
they are considered to be most advanced system in the market. It comes up with functionalities
which is very much suitable for analyzing the data of big airline in timely way (Trieu, 2017). It
comes up with huge number of interfaces for providing the overall result. This particular kind of

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business intelligence system are considered to be more flexible in the whole market. The given
functionalities are designed so that it can fit in wide range of organisation. Specialized Business
Intelligence is all about making customization of the data which is available to airline
organisation like Air New Zealand (Larson & Chang, 2016). It is all about catering the overall
need of individuals.
On the contrary, specialized business intelligence is designed for organization which
carries out activities in the whole airline industry. It has been designed in such a way that it can
meet overall need of the airline organization (Sangar et al., 2015). They come up with
functionalities which help to provide answer to some specific issues and making use of
specialized tools.
General Purpose Business Intelligence Tool
There is range of business intelligence software products which will be analyzed in this
coming section. It comes up with purpose of comparing between them along with providing
benefits and drawbacks of making use of tool in airline industry (Trieu, 2017). In the table
below, a list of business intelligence tools is discussed below along with advantages and
drawbacks.
Serial
No.
Business Intelligence
Software Products
Advantages Disadvantages

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1 IBM Business
Intelligence Software
 It comes up with multiple
analysis tools
 It has self-service
functionality that enables to work
in both offline and mobile devices
(Yeoh & Popovič, 2016).
 It provides friendly user
interface and attractive
dashboard.
 It has interactive
operation which can be used by
multiple users.
 It can be integrated with
another kind of API.
 It is bit costly in
comparison to other
software products.
 Difficult to be used by
beginners and
inexperienced users
 It is very difficult for
tracking error as it
contains very little
information.
 It has large installer in
comparison to other
similar software
products.
2. Birst Software  It is compatible with wide
range of data sources.
 It aims to refine multiple
numbers of resources into a
proper kind of business data.
 There is need for proper
accuracy and data consistency
(Fan, Lau & Zhao, 2015).
 Administration
operation is considered
to be very much
difficult in comparison
to other similar
products.
 There is a need for
proper system