ARMONK, N.Y. and DENVER, Colo., June 19, 2013 /PRNewswire/ -- IBM (NYSE: IBM) today announced that the History Colorado Center is using IBM Big Data analytics to drive new revenue, increase visitor traffic and deliver an exceptional museum experience.
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The all-new, state-of-the art museum, which opened to the public last year, houses the historic treasures of the state of Colorado displayed in new high-tech, interactive exhibits designed to tell compelling stories for a family audience. As with most cultural venues, the History Colorado Center faced the challenge of limited budgets and resources to both operate efficiently, find new ways to attract and engage visitors as well as effectively compete for their leisure time and dollars.
With the program in place, History Colorado needed to understand the deep insights generated from visitor attendance to more effectively target and serve family audiences. In collaboration with IBM Business Partner BrightStar Partners , the History Colorado Center deployed IBM Big Data analytics in concert with the roll out of their new POS system.The Center can now quickly analyze data in real time, generated from admissions, programs, merchandise, food, and membership sales to understand consumer preferences and identify buying trends. In addition, they are able to identify patterns of interest ranging from when retail sales peak to what exhibits attract the most traffic. Based on these insights, History Colorado employees are creating strategies to increase repeat attendance. Previously, the Center was only able to look at their visitation in terms of the type of ticket sold. Now, the Center can track not only how many tickets were sold, but they know that more than 40 percent of their visitors are coming as families, a remarkably high percentage for a history museum. This insight is being used across the organization from marketing and membership, to education and exhibits, to development and fund raising. All are able to use the data to make informed decisions and develop a sustainable business plan.