Minutes matter in airports. So does accurate information about flight arrival times: If a plane lands before the ground staff is ready for it, the passengers and crew are effectively trapped, and if it shows up later than expected, the staff sits idle, driving up costs. So when a major U.S. airline learned from an internal study that about 10% of the flights into its major hub had at least a 10-minute gap between the estimated time of arrival and the actual arrival time — and 30% had a gap of at least five minutes — it decided to take action.
Case #2: Using Big Data to Drive Sales
A couple of years ago, Sears Holdings came to the conclusion that it needed to generate greater value from the huge amounts of customer, product, and promotion data it collected from its Sears, Craftsman, and Lands' End brands. Obviously, it would be valuable to combine and make use of all these data to tailor promotions and other offerings to customers, and to personalize the offers to take advantage of local conditions.