Case Analysis 1: Cincinnati Zoo

 The Cincinnati Zoo & Botanical Garden is one of the most popular attractions and
a Top Zoo for Children according to Parent’s Magazine. Its 71-acre complex,
which is home to more than 500 animal and 3,000 plant species, receives more
than 1.3 million visitors annually. Despite being a non-profit organization and
receiving some funding from Hamilton County, the Zoo generates more than two
thirds of its $26 million yearly budget through its own fundraising activities.
 Cincinnati Zoo takes pride in the fact that it has the lowest public subsidy of any
zoo in Ohio and generates more than two thirds of its $26 million annual budget
through its own fundraising efforts. In light of the difficult economic climate, the
Zoo sought to lessen its reliance on government grants even further by boosting
visitor numbers and revenues from ancillary sources including membership fees,
food sales, and retail establishments.
 By doing this, the Zoo's future would be assured, allowing it to carry on its
ground-breaking work in conservation, preservation, and research. The
Cincinnati Zoo currently uses a single platform to collect data from four different
historical point-of-sale systems to track all admission, membership, shop, and
food service transactions. The zoo staff members make their rounds to observe
in order to keep track of the number of visitors in particular locations. Cincinnati
Zoo has chosen you to offer them a service that will help them accomplish their
business goals.

Business Objectives
 By making each visitor's experience better, you can draw in more customers and
earn more money.
 Increase grocery and retail sales through more effective marketing and
promotions.
 Gain a better knowledge of seasonal demand trends to save labor expenses.

 Identifying the parts of the park that require additional employees will help you
make the most of your staff

What are the problems with the existing system of the Cincinnati
Zoo?
 Information systems that are not centralized.

 Totally reliant on weather for business.

  The executives only had a limited understanding of what was going on in the zoo
on a daily basis.
 Producing concepts and techniques to lower costs and boost revenue from areas
including purchases, food and retail outlets, admissions, membership, and
merchandise control.

What are the data that are available to the zoo management and staff?
 The Available Data of Zoo Management:

 The Cincinnati Zoo uses a single platform to collect data from four distinct legacy
point-of-sale systems to track all admission, membership, retail, and food service
transactions. The available data of employees and workers: Monitor the number
of visitors in specific locations, the zoo staff members conduct their rounds to
watch. Additionally, more than two thirds of its $26 million yearly budget is earned
through its own fundraising activities.

How can these data be used to help the following perform their work
better to achieve the business objectives of the Cincinnati Zoo?
A. Zoo Administrators
 The management of the zoo would have no trouble surveying sales and
revenues with the use of the information about having a point-of-sale system. By
studying the behavior of their guests, they might identify patterns.
B. Zoo Staff
 They can use the information to help them get better at serving their customers
by enhancing the services they offer. They could identify or categorize their
weaknesses and produce an immediate response or remedy.

What solutions can be provided for the following stakeholders so that

the business objectives
of Cincinnati Zoo are achieved?
Give each stakeholder's proposed solution a thorough explanation. Determine the
type of analytics that will be used in each solution.
 A. Zoo Visitor

Using descriptive analytics, visitors could respond to a survey about the administration
of the zoo to provide feedback on how to maintain improving and providing them with
meaningful experiences.
 B. Zoo Management
 They can apply descriptive analytics to look at previous guest data and use it to
assist them provide better service. They may examine how the changing
seasons affect the number of visitors to their zoo, as well as the number of
souvenirs sold which are almost certainly purchased by visitors and eliminate the
products with the lowest sales.
 C. Zoo Staff Members

 (Descriptive Analysis) Customer service would aid in enhancing the staff

members' efficiency and effectiveness by using the visitor data gathered.
Additionally, to allocate where to place personnel in their allotted regions or to
increase the number of workers.