It’s typical for the data from consumer attraction venues—for example ticket sales, retail, and concessions—to sit in siloed systems that don’t easily communicate with each other, causing those business areas to operate independently when they are actually inextricably intertwined.
Point Defiance Zoo and Aquarium is the largest attraction in Pierce County, Washington, an area notorious for its uncertain weather, which varies from sunny to rainy on an almost daily basis. Faced with issues of under- or over-staffing, low ticket sales and varied visitor numbers, all caused by unseen weather conditions, the Point Defiance Zoo and Aquarium looked for assistance in understanding these obstacles while gaining more understanding of each aspect of the business as a whole.
The video below illustrates how utilizing big data and analytics in their business allowed the Point Defiance Zoo and Aquarium to better connect with their customers, rain or shine. They were able to analyze their ticket sales trends, including the time of day when visitors buy tickets online, and also increase their education and conservation efforts. Overall, the Point Defiance Zoo and Aquarium increased their online ticket sales by 700% in one year.
Read the full case study published by IBM on the Point Defiance Zoo and Aquarium’s journey to success through big data and analytics.
The Avnet Services Group, BrightStar is the team behind the VenueEdge solution featured in the Point Defiance Zoo and Aquarium case study. The Cognos based solution is one example of how Avnet and IBM cloud solution opportunities are closer than you think. Avnet Services has developed Edge solutions built on IBM Cognos business intelligence software to give venues a single view of customer behavior to drive better, more profound business decisions based on real data.