Select Caribbean Cruises Ltd$.$ is the world$$s second largest cruise vacation company that

operates Select Caribbean International, VIP Cruises, Hilmax Cruises. The company currently

has $40$ ships in service that call on approximately $400$ worldwide destinations.

The Select Caribbean International brand provides various itineraries and cruise lengths with

options for on$-$board dining, entertainment, and other on$-$board activities primarily for the

contemporary segment. It offers surf simulators, water parks, ice skating rinks $,$rock climbing

walls, and shore excursions at each port of call, as well as boulevards with shopping, dining, and

entertainment venues.

Select Caribbean Cruises Ltd$.($SCCL$)$ was founded in $1973$ and is headquartered in Miami,

Florida. RCCL has over $60,000$ employees and $$7\mathrm{.}5$ billion in annual revenue.

There were two main business drivers for Select Caribbean: increase access to data, and better

manage the business

Key personnel were provided limited ability to make actionable decisions to affect on$-$board

revenue during a voyage. There was no visibility to detailed guest level transactions. Data

resided on$-$board each individual vessel without a consolidated view of the fleet. Most

importantly, because of existing architecture, the summary$-$level voyage information could only

be collected at the end of each voyage. The company did not know how well a particular voyage

was performing against targets until they returned to port and all the passengers departed. This

was too late to affect change to in$-$voyage revenue.

Top executives sought the ability to better manage the business and grow voyage revenue by

better understanding relationships between guest$$s demographics and their spending patterns.

For example, on a given voyage, what country are our passengers from and, based on historical

data, what are they most likely to consume in the form of food & beverage, on$-$ board activities

and on$-$shore excursions.

The management teams needed a tool to quickly identify revenue performance trends during

these $3-10$ day voyages and make associated changes to drive revenue instead of just reporting

on it$.$

Top executives sought the ability to better manage the business and grow voyage revenue by

better understanding relationships between guest$$s demographics and their spending patterns.

For example, on a given voyage, what country are our passengers from and, based on historical

data, what are they most likely to consume in the form of food & beverage, on$-$ board activities

and on$-$shore excursions.

The management teams needed a tool to quickly identify revenue performance trends during

these $3-10$ day voyages and make associated changes to drive revenue instead of just reporting

on it$.$

$($Information obtained from KPI Partners, Inc. Company name modified$)$

QUESTION $1$

Using the information provided in the case, provide responses to the following questions

a$)$ According to Hospital Technology $$Data has become one of the biggest commodities for

businesses, but data without analysis, context and action doesn$$t offer returns$.$ Explain

this quote to the management of Select Caribbean Cruise. $[6$ marks$]$

b$)$ Recommend a solution that Select Caribbean cruise can use to combine data from

disparate sources to provide a comprehensive view. Use a diagram, as an aid. State ONE

$(1)$ benefit and ONE $(1)$ drawback of your recommendation. $[8$ marks$]$

$2$

c$)$ The management Select Caribbean Cruise wants to be hyper$-$focused on data to be able

to: $(1)$ market to its existing and potential customers and $(2)$ bolster revenue.

i$.$ Discuss how business analytics can be used to achieve both objectives.

ii$.$ Provide examples as part of your discussion. $[18$ marks$]$

d$)$ Discuss TWO $(2)$ key success factors for the implementation of any business

implementation program. For each, specify what Select Caribbean cruise can do to

increase the chances of success. $[8$ marks$]$

TOTAL: $40$ marks

QUESTION $2$

The CEO at Select Caribbean Cruise saw an article on dataversity.net which shared that

$$Businesses have started to realize that a sound Data Governance strategy can

significantly improve the returns from enterprise Business Intelligence $($BI$)$ investments.

According to a study published by Forbes Insights, this market$-$watcher claims

that Strong Data Governance Enables Business Intelligence. The Forbes study claims

that this trend has been reinforced by direct feedback from global organizations.$$

Provide a memo with recommendations to Select Caribbean Cruise that serves as a guideline for

the implementation of a Data Governance F