East of England Co‑op modernized travel data reporting by combining large language models with Pyramid Analytics to overcome long‑standing data challenges. As a £385 million retailer with diverse businesses, the Co‑op faced fragmented and unreliable destination data in its travel division, which operates across 25 branches using an aging booking system with unstructured inputs. Led by BI Developer Darren Tuffs, the organization embarked on a data modernization initiative focused on improving data quality, consistency, and accessibility across departments. By leveraging Pyramid Analytics and LLMs, the travel team transformed messy, manual reporting into accurate, automated insights, improving operational efficiency, reporting reliability, and decision‑making across the business.

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