Analytics Help The Cincinnati Zoo Know Its

Customers
Siti Jalilah Mat Husin
Qurratu Izzati Mohd Nizami
Asmalizawani Ibrahim
 One of the
world's top-
rated
zoological
institutions

About 1.3 Second

million visit oldest zoo in
the zoo each the United
year States

Home for
more than It's a non-
500 animal profit
and 3,000 organization
plant species
 Management had For example, the
limited knowledge food service
and understanding All 4 income business still relied
of what was streams had on manual cash
happening in the different point-of- registers where
Zoo on day-to-day scale platforms management had to
basis shift through paper
receipts
They compiled a spreadsheet that
collected visitors' zip codes to use
the data for geographic and
demographic analysis

They replaced the four legacy point

of scale systems with a single
platform - Galaxy POS from
Gateway Ticketing Systems

It then enlisted IBM and Bright Star

Partners to build a centralized data
warehouse to provide real-time
analysis and reporting
What is a Data Warehouse?

A large store of
data
accumulated
from a wide
range of
sources within
a company and
used to guide
management
decisions
Benefits From Implementing a Data Warehouse?
Delivers
enhanced
business
intelligence

Saves time

Enhances
data quality
and
consistency

Provides
historical
intelligence

Eliminates
information
gaps
 Helps the
Zoo
understand
the
visiting,
usage and
spending
patterns

Cutting
$40,000 Identifies
from its Low
annual spending
marketing customers
budget

Increase
overall
attendance
with at
least
50,000 new
visits
Enhancing Operational
Enable
Performance
s
segme
ntatio
n of
Zoo
visitor
s
Enable based
s the on
zoos their
execut spendi
ive ng and
team visitati Provide
to on s
drive behavi insights
to a ors that
better enhanc
decisi e
on operati
withou onal
t manage
intera ment
ction
with
the IT
depart
 Predictive Analysis

Zoo feeds weather forecast data

from The NOAA

The Zoos Beer Hut features 6

different brands
 Q1
What management, organization, and technology
factors were behind Cincinnati Zoo losing opportunities
to increase revenue?

Had limited Strong High quality

Management

Organization

Technology
knowledge politics decisions
and would result require high
understandi in strong quality
ng of what forces which information
was going resists
on. making
Therefore, decisions
decision calling for
making major
would not change
result in
added value
to the
 Q2
Why was replacing legacy point-of-sale systems and
implementing a data warehouse essential to an information
system solution?

-The Zoo needed to change

its information systems to
focus more on analytics
and data management.
-The data warehouse
helped the management
save a lot of time because
all of the information
required is already
compiled providing real-
time analytics and
reporting.
-This information is
valuable for predicting
future demands and to
correctly market
themselves to attract even
more customers.
 Q3
Describe the types of information gleaned from data
mining that helped the Zoo better understand visitor
behavior.

Compare current
forecasts to historic
attendance and
sales data during
Was able to make
similar weather
more accurate
conditions.
decisions about
Moreover, by
labor scheduling and
30.7% increase in scanning the
inventory planning
food sales and 5.9% membership cards
increase in retail the zoo captures and
sales compared to analyzes the data to
the same period a determine usage
year earlier and spending
patterns of the
customers.
 Q4
Business intelligence tools that would be the most
useful for the Cincinnati Zoo

COGNOS COGNOS
CONNECTION ADMINISTRATION

Provides a single access
point to all corporate data
Customized portal interface
to all content
Launching point for different
capability based on
permissions
Central management
interface that contains the
administrative task
Provide easy access to the
overall management
Status

Used to set preferences Security

Access and personalize

Configuration
content