Star Alliance Airline Soars with Alteryx Server
At a Glance
1000+
Workflows Governed
10
Departments Migrated
25
Alteryx Champions Trained
Overview
Service
Data Engineering & Infrastructure
Industry
Airlines
Stack
Machine Learning & Gen AI
Sports Fan Insights AI
Author(s)
Ethan Pirso
AI Tech lead
William Chan
Co-Founder & CEO
Technology Stack
The Challenge
Our client, an NBA team, struggled to make sense of large volumes of survey data collected from their fan base. The existing process required analysts to manually clean, structure, and analyze survey responses, which was time-consuming and limited the organization’s ability to act quickly. Executives and business leaders often had new questions after the initial analysis was complete, but answering them required re-running manual processes. Insights were siloed within a single analyst’s workflow, making knowledge-sharing across the organization difficult. As a result, survey analysis was infrequent, delayed, and underutilized in shaping marketing, ticketing, and fan engagement strategies.
The Solution
Compass implemented an AI-powered chatbot solution built on Dataiku Answers, integrated with Snowflake and a structured survey knowledge base. The system automatically cleaned and structured raw fan survey data, eliminating the burden of manual preparation. A custom AI agent matched user queries against relevant survey questions, retrieved results from the SQL database, and delivered instant, conversational answers. Leaders across departments could now ask natural-language questions (“How did season ticket holders feel about game-day concessions?”) and get immediate, data-backed insights. By enabling on-demand access, the solution democratized fan intelligence across the organization and shifted decision-making from reactive to proactive.
Impact
Stack
Our Clients Context
The NBA team’s business model relied heavily on fan engagement, season ticket retention, and in-arena experience improvements. They regularly surveyed fans on ticket value, game-day satisfaction, digital content, and merchandise. However, despite investing heavily in survey distribution, the team lacked a scalable way to unlock insights. Marketing, sales, and operations teams depended on a single analyst to prepare reports, creating bottlenecks. Executives wanted agility: the ability to ask ad-hoc questions and explore insights in real time. The lack of timely, structured analysis limited the team’s ability to make fast, evidence-based decisions that could improve fan experience and revenue growth.
Challenges in Data-Driven Decision Making
Data Chaos
The survey responses were messy and unstructured, creating significant challenges for analysis. Analysts found themselves spending more time cleaning and organizing the data than actually deriving insights from it. As a result, leadership teams rarely had access to current, reliable data, which hindered timely decision-making.
Siloed Insights
Only one analyst was responsible for processing and distributing survey results, creating a single point of dependency. By the time reports circulated, they were static and outdated, offering limited value. Without a shared, real-time view of fan sentiment, teams across the organization operated with incomplete or stale information.
Lack of Agility
Executives frequently posed new questions after analyses were completed, but the existing process wasn’t flexible enough to adapt quickly. The insights lagged behind the speed of decision-making, and survey analysis occurred infrequently rather than continuously. This lack of agility prevented the organization from staying responsive to emerging trends and leadership needs.
Unlocking Fan Intelligence with AI
Compass built a survey insights chatbot that connected messy raw data to structured, queryable intelligence. Using Snowflake as the data backbone and Dataiku for analytics workflows, we automated survey ingestion, cleaning, and structuring. An LLM-powered agent matched user queries to relevant survey questions, retrieved results via SQL, and presented clear answers directly to business users. The system enabled daily refreshed insights and on-demand question answering, ensuring every department—from marketing to operations—had instant access to fan sentiment and trends.
Empowering Every Department with Real-Time Insights
The Fan Insights solution eliminated bottlenecks, scaled access, and provided measurable benefits across the organization.
Automated Data Structuring
Eliminated manual cleaning, freeing analysts to focus on strategy. Data pipelines automatically ingested and structured survey responses. Leaders gained confidence in consistent, high-quality data.
AI-Powered Q&A Chatbot
Executives and staff could ask questions directly, without waiting for reports. Natural language queries were mapped to survey question IDs and SQL queries. Teams gained self-service access to insights, reducing reliance on a single analyst.
Organization-Wide Knowledge Sharing
Insights became available daily across all departments. Snowflake and Dataiku enabled scalable, secure access. Improved collaboration and faster decision-making across the organization.
