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Client:
Delta Airlines
Date:
10-01-2019
Website:
delta.com
Category:
App Development
Automated Data Visualization Application

The Client | Delta Airlines

Delta Air Lines, Inc., typically referred to as Delta, is one of the major airlines of the United States and a legacy carrier. One of the world’s oldest airlines in operation, Delta is headquartered in Atlanta, Georgia. The airline, along with its subsidiaries and regional affiliates, including Delta Connection, operates over 5,400 flights daily and serves 325 destinations in 52 countries on six continents. Delta is a founding member of the SkyTeam airline alliance and one of Tru Brand Media’s most prominent clients.

Photo Cred: Delta Airlines

Project Scope

The Problem | Legacy Data & Visualization

Tru Brand Media is more than your average branding and marketing agency. Our team of experts provides end-to-end data analysis, data modeling, and automated data processing services, transforming complex problems into sophisticated solutions for your business.

Our CEO, Tiffany Lewis, was explicitly contacted based on her experience transforming raw data elements into actionable solutions. Delta Airlines was approaching a significant audit from the United States Department of Transportation, which ensured Delta had properly compensated all passengers in case of any inconvenience to the customer.

The U.S. Department of Transportation requires a historical archive of three to five years, and documentation has to be in English in a word or PDF document. This project was highly complex due to the various legacy data platforms the data was stored in, all the languages of the different consumer complaints, advanced encryption processing, and the conversion of raw data elements into an automated word or PDF document on demand.

Phase 1 Project Scope

Strategy | Design | Technology

The Solution | Alteryx Analytics Application

The goal for this project was first to understand the business needs. We had to consider any legal obligations, business logic, platform access, and the best software to develop an automated tool to be utilized by the U.S. Department of Transportation for their official audit. We decided to use Alteryx due to its ability to integrate relational and non-relational data and build complex data models that can be automated and deployed to a front-end visual tool that end-users can easily access.

We integrated data from, SalesForce, Teradata, Oracle, SQL Server 2008 R2, and SAP using Alteryx. We conducted a rigorous data normalization process aligning and applying logic business logic across data extracted from all platforms. One of the hurdles we faced while developing this application was language conversion. How would we convert foreign languages without disrupting the risk of a security breach using third-party software? We used the translator macro within Alteryx.

Once this process was complete, we compiled all data elements and began that data visualization process. Developing a reporting tool in Alteryx with the complex data models we used was not the most straightforward task. In addition, the reports had to be in a letter format which is much different from other reporting objectives.

We used an incredibly complex data model to input data in text fields based on cascading parameters. We used Delta’s pre-developed branding guidelines to design the overall reporting structure and deployed it to Alteryx Gallery for testing. We completed the application functional development and awaited approval from Delta’s team. Once approved, we conducted a thorough training for Delta’s corporate Business Intelligence (BI) team and field team leads. This application is still currently being used for audits and field crew.

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