IBM
Case Studies
Historic Environment Scotland keeps the nation’s heritage alive by tempting visitors back for more
Overview
Historic Environment Scotland keeps the nation’s heritage alive by tempting visitors back for moreIBM |
Analytics & Modeling - Big Data Analytics Infrastructure as a Service (IaaS) - Cloud Computing | |
Buildings | |
Business Operation Sales & Marketing | |
Cloud Planning, Design & Implementation Services Data Science Services | |
Operational Impact
Historic Environment Scotland is using the solution to build a deeper understanding of visitors to its sites: who they are, where they come from, and what they choose to do during their visit. Armed with these insights, the organization can adapt its marketing strategy to appeal to similar people, and introduce improvements to the visitor experience to make it more likely someone will return or recommend a site. | |
By providing dashboards showing daily figures on visitor mixes and demographics, Historic Environment Scotland is improving its ability to respond to demand – for example, stocking specific merchandise in its gift shops to appeal to the tastes of the largest or biggest-spending visitor groups. | |
Quantitative Benefit
Attracts visitors with optimized pricing and promotions, helping to increase sales | |
Enhances the visitor experience by enabling better capacity and visitor flow planning | |
Boosts efficiency with reports available in minutes rather than weeks | |