This report presents a comprehensive case study on revamping Trivago's Business Intelligence (BI) process through the creation of a data-driven dashboard. The report begins with an executive summary outlining the challenges faced by Trivago, particularly regarding revenue decline due to shifts in the hotel industry and the loss of key business partners. The introduction provides background on Trivago's operations and the need for a BI overhaul. The core of the report focuses on identifying key priorities, such as the declining referral program and revenue per qualified referral. The report analyzes data from Trivago's investor relations to quantify these issues. The dashboard's objectives are defined by five key questions aimed at addressing the referral decline, partner relationships, optimal advertising budget, performance metrics, and operational expenditure. The report details the data sources (company annual reports, customer service reports, survey-based business partner reports) and data items (revenue, expenditure, referral lead generation, customer service efficiency, and net promoter score) that will inform the dashboard's construction. A sample dashboard screenshot is provided, illustrating the use of stacked column charts, line charts, gauge charts, and bubble charts for data visualization. The report concludes by discussing potential challenges and issues, such as data reliability and availability, and emphasizes the importance of addressing these challenges for effective dashboard implementation. The report serves as a guide to understanding the complexities of data analysis and dashboard creation to improve business decision-making.
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