0133050866_vc MIS13_CH12_Case2_CincinattiZoo.pdfVIP

Management Information Systems 13e KENNETH C. LAUDON AND JANE P. LAUDON CHAPTER 12 ENHANCING DECISION MAKING CASE 2 Business Intelligence Helps the Cincinnati Zoo Work Smarter VIDEO CASE SUMMARY By implementing a centralized data warehouse with IBM Cognos BusinessSystems Intelligence software, Cincinnati Zoo and Botanical Garden has revolutionized its business operations, increased revenues, and improved customer service and loyalty. L=4:59. URL /watch?v=IlNu15rVKSg CASE Founded in 1873, the Cincinnati Zoo Botanical Garden is one of the world’s top-rated zoological institutions, and the second oldest zoo in the United States. It is also one of the nation’s most popular attractions, a Top 10 Zagat-rated Zoo, 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 nonprofit organization and is partially subsidized by Hamilton County, more than two-thirds of its $26 million annual budget is paid from fundraising efforts and revenue from admissions fees, food, and gifts. To increase revenue and improve perfor- mance, the Zoo’s senior management team embarked on a comprehensive review of its operations. The review found that management had limited knowledge and understanding of what was actually happening in the Zoo on a day-to-day basis, other than how many people visited every day and the zoo’s total revenue. continued Chapter 12, Case 2 Business Intelligence Helps the Cincinnati Zoo Work Smarter 2 Who is coming to the Zoo?