Tussauds Group was set to use business intelligence (BI) tools across the its sites for a successful sales and ticketing analysis initiative.

A review found there were no consistent views of data related to sales performance in the business, data warehouse and reporting methodology.

It was important to start the initiative from somewhere that captures the most of information; Ticketing systems and then to broaden its user base and deepen the use of BI across the organisation by covering areas such as finance, marketing, operations (including logistics and supply chain management) and some of the accountancy functions.
 

KARIMINIA developed an approach to the data warehouse where the ticketing sales information was not lost and categorised in business language. The business intelligence platform was used as a data hub to satisfy future growth.
 

Improving tourist agency campaigns, improving packaged holidays, effective analysis of tourist buying behaviour were only few objective that our solution achieved. 

Tourist information was extracted from Ticketing and Pre-Booked Packaged Holiday systems on a daily basis. Each campaign result and turnover was clearly categorised and transformed into summary reports that enabled the marketing users to improve campaign approach. The profile of each customer was categorised based on attraction visits and regularity of visits. The reports were designed to effectively select customers who may respond to new and improved marketing campaigns.

The business used a BI platform provided by Oracle for core analytical processing and job management covering all reporting, analysis and monitoring applications via the web or on a desktop.

The first area that received the BI platform was Marketing planning, a cross-function area of the division that involves sales and finance elements.


 

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4Client Successes BI