US zoo taps into big data analytics to drive visitors and ticket sales

Point Defiance Zoo and Aquarium employs big data analytics from IBM to study everything from online sales and visitor attractions to the weather

A zoo and aquarium complex in the US is claiming big data analytics have helped increase ticket sales by 700 per cent and will provide a 25 per cent boost to online sales this year.

The 29-acre Point Defiance Zoo and Aquarium (PDZA), which is situated in Washington, attracts more than 600,000 visitors a year and is actively involved in wildlife and ecosystem conservation. The business collects millions of data records relating to visitor exhibit and special events preferences as well as participation in its conservation activities.

To do this, the zoo partnered with IBM and its business partner, BrightStar Partners, to employ big data analytics across its data sets with the aim of driving ticket sales, enhancing the visitor experience, and increase participation and awareness of conservation initiatives. Another key priority is capitalising on conversations across social channels such as Facebook in order to better engage with the 18-35-year old demographic.

According to PDZA, one way big data analytics has made a difference is by simplifying its membership marketing campaigns and giving the team access to relevant data within minutes. Previously, the membership division had to wait several days for the IT team to extract the information from point-of-sale systems and create a mailing list.

Big data analytics has also helped to better the zoo’s social media marketing efforts, improved its ability to connect with social users, and act on insights gleaned from social channels. A recent example was a campaign offering a $3 admission discount to zoo members who checked in to its Facebook page. Insights generated through big data analytics have also highlighted when and what customers are purchasing via the zoo’s website, contributing to 700 per cent online sales growth in the past two years.

Another way the zoo is endeavouring to improve visitor engagement is by supplying employees with iPads to access financial data securely as well as attendance, membership and retail information. Using analysis across sales data and open rates online, the organisation has launched a series of targeted activities including a recent discount promotion to members on the day their membership expired. The zoo claimed a 6 per cent buy in, double the average return on mail renewal campaigns.

PZDA is also using analytics across a range of external data such as weather information, as well as improve staff resourcing across various areas of the zoo.

“As a zoo, we are now realising the power of big data and how insights can be gleaned from information ranging from Facebook comments to a retail sale made at our gift shop,” said PZDA spokesperson, Donna Powell.

“The collaboration with IBM and BrightStar Partners, and the use of big data analytics, are helping us to better understand visitor preferences while conserving wildlife at the same time.”

Forthcoming technology plans at PZDA include introducing a mobile ticketing solution that works with near-field communication (NFC) capabilities and allows visitors to check in to different areas within the zoo. This information will be used to understand which exhibits are most popular and have the longest ‘stay times’.

More on big data in practice

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Designing for a cashless society

More movement has been made toward a cashless society recently, and already we are starting to see enormous implications across our society.

Katja Forbes

Founder and chief, sfyte

Setting advertising objectives for financial performance

I’ll often be talking to clients and at some point say, ‘the most important thing is justifying price’. Then moments later, ‘the most important thing is increasing the size of your customer base’.

Kyle Ross

Strategist, TRP

5 common mistakes to avoid in scalable customer experience

CX is about future-proofing your business by ensuring that your commercial model is always looped into your customers' needs, perceptions, values, beliefs, motivators, and detractors.

Tom Uhlhorn

Founder and strategy director, Tiny CX

Unfortunately, the title "AdTech Magic Quadrant" is misleading as it only represent a fraction of the ecosystem. It it is a useful docume...

Ludovic Leforestier

Report: Gartner recognises the best adtech players in Magic Quadrant

Read more

Thanks for writing about chatbots. Definitely bots have the exciting future when it comes to customer engagement, transactional and conve...

Giridhar Prathap Reddy

Australian Open chalks up strong ticket sales with chatbot

Read more

Hello, where are the explanations of all the levels explained? I'd like to review this with a couple of colleagues. Thanks.

Melinda Gonzalez

CMO launches CMO CX, debuts customer experience maturity assessment

Read more

A great and accurate commentary - today we rarely get true personalisation. On web journeys cookies or logins remember who we are, what w...

Ian Moyse

Salesforce: Personalisation is a long way off what consumers now expect

Read more

Very nice information !! We provide almost every indian satta matka games with fast results. Online Matka play becomes easy with genuine ...

rsgame

Image intelligence:10 must-see infographics for marketers

Read more

Latest Podcast

More podcasts

Sign in