Académique Documents
Professionnel Documents
Culture Documents
They compiled a spreadsheet that collected visitors' zip codes to use the data for
geographic and demographic analysis
2.
They replaced the four legacy point of scale systems with a single platform - Galaxy
POS from Gateway Ticketing Systems
3.
It then enlisted IBM and BrightStar Partners to build a centralized data warehouse to
provide real-time analysis and reporting.
Case Analysis |
The Challenge
Combine data from 4 revenue streams, admission, membership, retail and foods service.
Improve Reporting capabilities
Improve decision-making
Increase revenue & reduce cost
The four (4) TPS presently used by Cincinnati Ohio with the data that are captured by
each TPS and the decision can be made from those data
TPS
DATA CAPTURED
DECISION MADE
POSSIBLE
Knowing the price or
Cash Register
date etc.
Spreadsheet
proof of billing
Knowing the zip codes of
visitors to come up with
geographic and demographic
analysis.
Knowing that visitors are
Ticketing Systems
etc.
Enlisted IBM
happy.
Knowing that company
provide real-time analysis
and reporting.
Solutions that provided for the following stakeholders to achieve the Cincinnati Zoos
objective.
Case Analysis |
Visitors
By sharing their experiences to their companion or close friends. They can even invite
people who will go there to experience also what they have experienced. So with this, they
can maximize the attendance of that company, they can help them improve their sales to
maximize their profit.
Problems
1. How to maximize
attendance
Management
Management are the one
Staff members
Staff members are the
implementation of the
need to do to help
of visitors coming in
promotional/advertising
cincinnati zoo:
Staff members
should be aware to
them.
Have a television
happenings there
advertisement
(different activities)
showcasing the
beauty of the
Cincinnati Zoo.
Have an online page
or public accounts
them to do their
share it online to
responsibilities
anyone and
better. In achieving
anywhere
those knowledge
enough knowledge
Case Analysis |
Make everyone
build a good
relationship with
to be able to share to
(Information
appeal to everyone.
sharing)
They may also plan
Giving trivias or
to produce attractive
flyers to be
communication to
distributed by the
staff members.
give youthe
simple information
oppurtunity to make
them come again in
the future or you may
be able to make them
share what they learn
in the zoo to their
friends, families and
others.
Staff members may
also promote the Zoo
through social media
using their own
accoun. They may
become a Shill
whom will act as a
loyal visitor or guest
of this zoo and may
give positive
feedbacks. If they
Case Analysis |
Cincinnati zoo.
Staff members may
also distribute flyers
2. Boost membership
image.
What a staff can do about in
Persuading everyone
to have a
especiallythe parents to be a
membership by
mentioning the
details to
everypositive effevt
of being a member.
Case Analysis |
to be happy.
Benefits: being a
member to this zoo,
you will have atleast
5-10% discount in
visiting this place for
being a member
means you patronize
the place. This will
attract everyone to
have a membership.
Being a member to
this zoo will also
give points to every
time that a member
will visit, as they
earn points they may
claim or redeem it in
exchange for a
Case Analysis |
4. Limited knowledge
responsibilities well to
sales.
Management should
Zoo.
Staff should also undergo
undergo seminars or
Case Analysis |
Marketing Strategies, the process and the IT to be used to help the Park achieve its
over-all objective which is to increase revenue.
IBM Cognos:
Business Intelligence(BI)
-Databases and information management that solves problems of data redundancy, data
inconsistency, lack of flexibility, lack of data availability and sharing Use non-relational or
cloud-based data management services.
Solution: Replace Legacy point of sale (Paper Receipt) and Implement data warehousing
(Soft Ice cream).
Business Analytics (BA) Products
-Tools and techniques businesses use to analyze and understand data in a meaningful
way. To gain insight into past performance and to drive decision-making and planning. To
involve queries, reports, data mining and OLAP - online analytical processing.
To keep the facility running in a sustainable fashion, we needed to make sure we were
maximizing the resources properly. We came to the conclusion that technology was an
issue and this is when we turned to what some might think of as a non-traditional helping
hand for a Zoo business analytics.
Increase in-park spending by as much as 25% by utilizing 360 degree customer views.
Turn that information into customized offers and perks for visitors that keep them happy
and coming back, and are now able to arm managers with real-time data that allows them
to react to a dynamic and fluid business driven by seasonal weather patterns.
Business analytics also allows to integrate operations. This will help free up the staffs
time so they can focus on the day-to-day operations in a more meaningful way, while
also focusing on the larger picture of ensuring animals continue to receive the best care.
Others:
Let moms know that the zoo is opened every day of the year and that there is always
something to do. Remind them to not think of the zoo as just an occasional destination, but as
someplace they could take their kids any day of the year. We grabbed the attention of moms
through creativity and unique ways like, pole and bus shelter displays and billboards
promoting Everyday Amazing Zoo, just to name a few.
Case Analysis |
RESULTS:
The strategy paid off, in the first year of PMGs relationship with the zoo, attendance
surpassed the goal on its way to an astounding 1.2 million patrons for that year.
It was an incredible year for us. PMG proved to be a great partner for the zoo. They were
committed to our goals, flexible and always willing to come to the table with new ideas. We
couldnt have hit our attendance figures without their passion and enthusiasm for the zoo.
Chad Yelton, Director of Marketing Cincinnati Zoo
References
Mission to Protect Wildlife. Retrieved January 2011 from http://asmarterplanet.com/
Lisa H. Cinncinnati Zoo Case. Retrieved February 24,2014 from www.prezi.com/