Real-Time Business Intelligence: Best Practices at Continental Airlines

Hugh J. Watson A professor of MIS and holds a C. Herman and Mary Virginia Terry Chair of Business Administration in the Terry College of Business at the University of Georgia.

Barbara H. Wixom An associate professor of commerce in the McIntire School of Commerce at the University of Virginia.

Jeffrey A. Hoffer The Sherman-Standard Register Professor of Data Management, MIS, Operations Management, and Decision Sciences at the University of Dayton.

Ron Anderson-Lehman Vice President and Chief Information Officer at Continental Airlines.

Anne Marie Reynolds The Data Warehouse Technical Director at Continental Airlines.

Abstract

Data management for decision support has moved through three generations, with the latest being real-time data warehousing. This latest generation is significant because of its potential for affecting tactical decision making and business processes. Continental Airlines is a leader in real-time business intelligence, and much can be learned from how they have implemented it.

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