Point Defiance Zoo & Aquarium

Advanced analytics based on near-real-time weather forecasts used to optimize daily staffing levels

Published on 18-Oct-2013

"We realized that analytics could do more than just give us the answers to our immediate questions about ticket sales and attendance: it could potentially transform the way we managed almost every aspect of our operations." - Donna Powell, business and administrative services manager

Customer:
Point Defiance Zoo & Aquarium

Industry:
Media & Entertainment

Deployment country:
United States

Solution:
BA - Business Analytics, BA - Business Intelligence, BA - Predictive Analytics, Big Data & Analytics, Big Data & Analytics: Operations/Fraud/Threats, Business Process Management (BPM), Empowering People, Enabling Business Flexibility, Enterprise Modernization, Mobile

IBM Business Partner:
Avnet Services

Overview

Located in Tacoma, Washington, Point Defiance Zoo & Aquarium (PDZA) covers 29 acres within the 700-acre Point Defiance Park and attracts more than 600,000 visitors each year.

Business need:
Point Defiance Zoo & Aquarium sought to better understand how weather affects attendance levels so that it could minimize over- and under-staffing and help ensure excellent customer service for visitors.

Solution:
The organization deployed an integrated analytics solution that correlates point-of-sale data with historical weather information to identify weather-driven trends in ticket sales.

Benefits:
PDZA reduced annual labor costs by up to 10 percent through more proactive, data-driven planning. For the first time ever, managers have the hard evidence they need to better predict daily visitor numbers and minimize under- or over-staffing.

Case Study

Located in Tacoma, Washington, Point Defiance Zoo & Aquarium (PDZA) covers 29 acres within the 700-acre Point Defiance Park and attracts more than 600,000 visitors each year. A division of Metro Parks Tacoma, it is accredited by the Association of Zoos & Aquariums (AZA) and supports wildlife conservation.

The Opportunity
Point Defiance Zoo & Aquarium sought to better understand how weather affects attendance levels so that it could minimize over- and under-staffing and help ensure excellent customer service for visitors.

What Makes It Smarter
The organization deployed an integrated analytics solution that correlates point-of-sale data with historical weather information to identify weather-driven trends in ticket sales. Managers combine the intelligence with near-real-time forecasts so that they can more accurately predict the daily flow of visitors and adjust staffing as needed. The solution also unlocks new customer information and insights used to improve marketing and other initiatives.

Real Business Results
PDZA reduced annual labor costs by up to 10 percent through more proactive, data-driven planning. For the first time ever, managers have the hard evidence they need to better predict daily visitor numbers and minimize under- or over-staffing. The sales and marketing team also gained new insight into online sales and, in one project, revealed that explosive growth in online ticket sales doubled PDZA’s daily ticket sales in 2012. The organization also saw its annual member acquisition rate triple from 3 percent to 9 percent, thanks to the rapid creation and execution of targeted marketing campaigns using personalized emails.

For More Information
Please contact your IBM representative or IBM Business Partner. Visit us at ibm.com/cognos.

To learn more about Point Defiance Zoo & Aquarium, visit http://www.pdza.org.

Products and services used

IBM products and services that were used in this case study.

Software:
Cognos Business Intelligence

Legal Information

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