The case also illustrates data stages, as shown in Figure 3.14.
First, data is collected, processed, and stored in a data
warehouse. It is then processed by analytical tools such as
data mining and decision modeling. Knowledge acquired
from this data analysis directs promotional and other decisions.
Finally, by continuously collecting and analyzing fresh
data, management can receive feedback regarding the success
of management strategies.
Sources: Compiled from Applebees.com, Business Wire (2007), and
Teradata (2007).