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

V. Kumar (), Amalesh Sharma (), Naveen Donthu () and Carey Rountree ()
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V. Kumar: Center for Excellence in Brand and Customer Management, J. Mack Robinson College of Business, Georgia State University, Atlanta, Georgia 30326; Chang Jiang Scholar, Huazhong University of Science and Technology, Wuhan, China 430074; Lee Kong Chian Fellow, Singapore Management University, Singapore 188065; and ISB Senior Fellow, Indian School of Business, Hyderabad, India 500032
Amalesh Sharma: Center for Excellence in Brand and Customer Management, J. Mack Robinson College of Business, Georgia State University, Atlanta, Georgia 30326
Naveen Donthu: Department of Marketing, J. Mack Robinson College of Business, Georgia State University, Atlanta, Georgia 30303
Carey Rountree: Georgia Aquarium, Atlanta, Georgia 30313

Marketing Science, 2015, vol. 34, issue 6, 804-814

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.Data, as supplemental material, are available at http://dx.doi.org/10.1287/mksc.2015.0932 .

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 (search for similar items in EconPapers)
Date: 2015
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