Case Study: Science Centre Singapore achieves better forecasting and targeted marketing with Qlik

Creating Better Business Forecasting and Marketing Efforts at Science Centre Singapore

Science Centre Singapore, a Jurong East attraction with more than 1,000 exhibits and millions of annual visitors, set out to become a data-driven organisation but struggled with fragmented, Excel-bound datasets and a complex ticketing structure that made forecasting and coordinated marketing difficult. These silos hindered cross-team access to patronage, revenue and demographic insights needed to extend visitor engagement beyond one-off visits.

Beginning in 2018 the Centre migrated ticketing and patronage data into Qlik Sense, automating data collection and delivering shared dashboards for instant access. This enabled targeted marketing (focusing on the top 20% of revenue-generating customers), faster, more accurate forecasting—critical during COVID—and plans to enrich analysis via mobile e-cards, CRM integration and social media analytics, resulting in quicker decisions, improved campaign reach and stronger visitor retention.

Science Centre Singapore

Joanna Sim

Deputy Director, Digital Experience and Data Analytics