CASE STUDY 2 Read the Case Study “INTERACTIVE SESSION: ORGANIZATIONS Business In

Question

CASE STUDY 2 Read the Case Study “INTERACTIVE SESSION: ORGANIZATIONS Business Intelligence Helps the Cincinnati Zoo Know Its Customers” on page 204 of the course book and answer the questions that follow, which are repeated below.

Case Study Questions:

1. What people, organization, and technology factors were behind Cincinnati Zoo losing opportunities to increase revenue?

2. Why was replacing legacy point-of-sale systems and implementing a data warehouse essential to an information system solution?

3. Describe the types of information gleaned from data mining that helped the Zoo better understand visitor behavior.

4. How did the Cincinnati Zoo benefit from business intelligence? How did it enhance operational performance and decision making?

Explanation / Answer

Cincinnati zoo is Losing its opportunity as people are now moving towards the digital technology. More and more people are spending getting over the digital media platforms rather than going for traditional zoo and other factors. Organisations like Google, facebook and other social media platforms are the mean technological organisations which are affecting overall business of Cincinnati zoo. At the business is decreasing for the Cincinnati zoo opportunities are also decreasing because of the increment in these technological aspects of the society.

Data warehousing is one of the most important part for understanding the customer behaviour as well as the customers choice for increasing the overall sales and predicting opportunities regarding sales of tickets and other events for the Cincinnati zoo. Implementation of data warehouse would also have provide a positive impact on the overall sales of the organisation as forecasting could be easily done using the data stored in the data warehouse.

Frequency of the customers as well as different aspects of the customer behaviour, peak time of the year and other statistics could be gained via data mining and could be proven to be beneficial for Cincinnati zoo. My understanding the visitor behaviour, their choices of the favourite spots and choices of food would also benefit cincinnati zoo to increase their overall profit by using the data mining system.

Business intelligence would help Cincinnati zoo to make perfect decisions regarding customer behaviour and other factors. By keeping these factors in mind overall effectiveness of different decisions can be very widely increase which would benefit the organisation in a positive way and provide great impact on the structure as well.

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