Practice Prize Paper—Implementing Integrated Marketing Science Modeling at a Non-Profit Organization: Balancing Multiple Business Objectives at Georgia Aquarium

Kumar, V and Sharma, A and Donthu, N and Rountree, C (2015) Practice Prize Paper—Implementing Integrated Marketing Science Modeling at a Non-Profit Organization: Balancing Multiple Business Objectives at Georgia Aquarium. Marketing Science, 34 (6). pp. 804-814.

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Abstract

Georgia Aquarium (GA), a non-profit organization, is the world’s second largest aquarium (by water volume) and is among the most popular tourist destinations in the United States. Recently GA management has observed that the organization’s growth trajectory is stagnating. While other aquariums face a similar trend, GA wants to be proactive and reverse this direction. They face a multifaceted business challenge involving four conflicting objectives: (1) How to increase revenues without increasing ticket prices; (2) how to increase attendance without compromising visitor satisfaction; (3) how to increase the impact of media investments without spending more; (4) how to attract customers with long-term value potential. To address these challenges, we developed an integrated approach consisting of multiple marketing science models including Data Envelopment Analysis, Competition Analysis, Spatial Analysis, Media Optimization Analysis, and Pass Holder Lifetime Net Revenue Analysis. Based on the findings of our analyses and the parameter estimates of our models, GA proceeded with a field implementation to validate our suggestions. As a result, they realized a 10% increase in attendance and a 12% increase in revenue in 2013, thereby enhancing their bottom line and growth.

Affiliation: Indian School of Business
ISB Creators:
ISB CreatorsORCiD
Kumar, VUNSPECIFIED
Item Type: Article
Uncontrolled Keywords: non-profit, data envelopment analysis (DEA), media optimization, pass holder lifetime net revenue (PLNR), effective media, media spend, type II Tobit model, linear regression model, spatial analysis
Subjects: Marketing > Digital Marketing
Outsourcing > Digital Marketing

Marketing
Depositing User: Veeramani R
Date Deposited: 10 Oct 2018 07:24
Last Modified: 10 Oct 2018 07:24
URI: http://eprints.exchange.isb.edu/id/eprint/603
Publisher URL: https://doi.org/10.1287/mksc.2015.0932
Publisher OA policy: http://www.sherpa.ac.uk/romeo/issn/0732-2399/
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