Fundamentals of Business Analytics

Case Study

IBM Global Center for Smarter Analytics

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Published May 2013

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 Case Analysis 1: Cincinnati Zoo
IBM Global Center for Smarter Analytics

Midterm
Assignment 1 = 100 points

The Cincinnati Zoo & Botanical Garden is one of the most popular attractions and a Top Zoo for Children
according to Parent’s Magazine. Each year, more than 1.3 million people visit its 71-acre site, which is home to
more than 500 animal and 3,000 plant species. Although the Zoo is a non-profit organization and is partially
subsidized by Hamilton County, more than two thirds of its $26 million annual budget is generated through its
own fundraising efforts.

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 challenging economic
conditions, the Zoo wanted to reduce its reliance on subsidies even further by increasing visitor attendance and
revenues from secondary sources such as membership, food and retail outlets. This would secure the Zoo’s future
and enable it to continue its pioneering work in conservation, preservation and research.

Currently, Cincinnati Zoo makes use of four separate legacy point-of-sale systems with a single platform to
provide data on all admission, membership, retail and food service sales. To monitor the number of visitors in
certain areas, the zoo staff members make their rounds to observe.

You have been hired by Cincinnati Zoo to provide them a solution that will enable them achieve their business
objectives.

Business Objectives

• Increase attendance and revenues by enhancing the customer experience for each visitor
• Boost sales for food and retail outlets through more effective marketing and promotions
• Optimize labor costs by gaining a better understanding of demand patterns throughout the year
• Maximize the workforce by identifying areas of the park that are in need of more staff

Question:

In not less than 100 words, after reading the case above, in your opinion

1. how do the basic principles of business analytics can help the Cincinnati zoo, 20 points?
2. what are the needed data? 30 points
3. and how important is visualization to achieved their objectives. 50 points
 Business Analytic
Midterm Assignment 1

Name: ___________________________ Date: __________________________

Professor: Lalaine B. Divinagracia

Case Analysis 1: Cincinnati Zoo

Instruction:
Spacing 1.5
Justify all paragraph
Check grammar and spelling
Contents must be based on the required answer