Abstract

Integrating SAS Business Intelligence and ESRI for Customer Relationship Management
Track: Parks, Natural Reserves, Fisheries, and Wildlife Management
Authors: John Taylor

Funding for resource management and conservation efforts by natural resource agencies, such as the Texas Parks and Wildlife Department (TPWD), comes from revenue generated by customer interactions (fishing and hunting licenses, boat registrations, Park visitation fees, magazine subscriptions, etc.). TPWD has developed a Business Intelligence system, the License Utilization and Revenue Enhancement System (LURES), which consolidates the agency's licensing point-of-sale system and other revenue-related databases to support enhanced understanding of customer interactions with the agency, in an attempt to improve customer service and retention as well as the agency's finances. This comprehensive analytics system integrates SAS® software, which links each customer's purchasing patterns across agency databases, with ESRI® software (including ArcGIS Server® and Business Analyst®) to provide geospatial visualization and analyses of customer demographic profiles to identify the most-effective marketing strategies to reach individual customers, as well as neighborhoods with demographic groups targeted for new-customer recruitment efforts.