Data-driven insight is essential for understanding how various educational techniques and operational patterns influence guest satisfaction and learning.
The Smarter ZooSM mobile platform can help zoos gather new data from inside and outside traditional work streams, and integrate it back into zoo departments where it can have the most impact. For example, it can help reveal insights about:
These insights can help zoos improve performance in a broad range of areas, by improving their ability to spot trends and measure results in a manner and speed that support higher-quality decisions and prioritizations.
As zoos grow their Smarter ZooSM mobile audience, visitor patterns and content participation rates can reveal insights into the impact of the digital and physical zoo experience. For example:
The platform can track active and passive mobile engagement to help measure visitor knowledge and participation before, during, and after visits. As different techniques of engagement are employed at exhibits, interactions with the platform can reveal insights about the impact of educational programs, live interpretations, interactive elements, and signage. For example, mobile interactions can show:
The platform can help optimize a range of zoo decisions, including the assignment of staff, volunteers, mobile kiosks, and retail options in specific zoo locations. It can also help optimize guest decisions that lead to improved individual guest experiences and therefore collective zoo outcomes.
Over time, the value of the Smarter ZooSM mobile platform’s data will change. CueContext has developed proprietary analytics models that can help zoos make sense of this data in highly-actionable ways. As a result, zoos can become even more data-driven than they already are, and can collaborate with each other in new ways – an outcome that CueContext believes will greatly accelerate zoo mission objectives.
Initially, zoos will become better able to understand patterns in different situations, and be able to use standardized metrics and tools for recording and visualizing those patterns.
As context variations are taken into account, zoos will become better able to describe the factors shaping those patterns and will be better able to understand their likely causes.
As data sets are gathered over time, zoos will be able to make and test predictions about the patterns that are likely to emerge under certain conditions and take appropriate actions to affect outcomes.
After reviewing their predictive analyses, zoos will be able to make and test certain prescriptive guest experiences and engagement patterns to more proactively influence desired outcomes.
Zoos can define audience segments based on CRM attributes, traditional demographics, or behavior motivations. While each requires a slightly different execution plan, behavior motivation may be the easiest and most effective. Content experiences can be designed with these in mind, and as guests select and interact with them the platform can show popularity patterns based on guest motivations that enable continuous improvement.
The platform can track a variety of events related to location, time, content distribution, and content interaction. Over time, patterns and routes can emerge that help zoos to understand the decisions that guests make, and how to help or influence those decisions to optimize the guest experience and the visit impact.
As guests move throughout their physical zoo journey, the platform can guide them along a psychological, intellectual, or emotional zoo journey as well – through the use of mobile engagement and narratives. Over time, correlations will emerge in two key areas: 1) the popular combinations and ordering of physical routes and locations, and 2) the the popular combinations and ordering of logical or virtual experiences and content.
CueContext’s Experience as a Service solution will generate new types of data for zoos. Analyses can be harnessed in real-time and over time, both for internal purposes as well as external purposes (e.g. sponsorship and development). Zoos can also leverage CueContext’s Analytics Services for data collaborations between zoos and other organizations that can contribute insights to further zoo missions.
Active and passive mobile interactions can reveal both broad-based and fine-grain analyses of customer satisfaction, as well as changes in attitudes toward conservation issues and in commitments to individual actions that support specific or global initiatives.
The value of the solution in support of increasing data insights can be measured by: