Episode 377: TJ Christensen talks about wrestling with data, connecting the dots, and the four key metrics

2024-11-26

Looking for daily inspiration? Get a quote from the top leaders in the industry in your inbox every morning. TJ Christensen is the Founding Partner and CEO of BlueGator, a company dedicated to helping theme parks, zoos, aquariums, museums, and other attractions enhance their operations by leveraging Salesforce as a CRM and data integration platform. TJ’s journey into hospitality began as a Disney College Program participant working in parking at Disney MGM Studio (now Hollywood Studios), wh...

Looking for daily inspiration? Get a quote from the top leaders in the industry in your inbox every morning.

TJ Christensen is the Founding Partner and CEO of BlueGator, a company dedicated to helping theme parks, zoos, aquariums, museums, and other attractions enhance their operations by leveraging Salesforce as a CRM and data integration platform. TJ’s journey into hospitality began as a Disney College Program participant working in parking at Disney MGM Studio (now Hollywood Studios), where he caught the “hospitality bug.” From there, he advanced through roles in sales, marketing, and guest experience at Disney, followed by a decade-long tenure at accesso, leading their sales operations and helping the company expand globally. BlueGator, co-founded with a former accesso colleague, focuses on bringing advanced data integration solutions to nonprofits and attractions, streamlining their guest and donor engagement processes. In this interview, TJ talks about wrestling with data, connecting the dots, and the four key metrics.

Wrestling with Data

"You have to bring all the data that each one of those systems has, and you have to make sense of it and be able to use it."

TJ discusses the challenge of consolidating data from disconnected systems within attractions and nonprofits, where operations often rely on multiple, independent platforms like ticketing systems, point-of-sale systems, and fundraising tools. This lack of integration leads to "wrestling with data," requiring manual workarounds that are time-consuming and prone to errors. BlueGator’s approach centers on creating a unified platform using Salesforce, eliminating data silos and providing a comprehensive view of guest interactions and operations. By streamlining data, TJ’s team helps operators overcome the “spaghetti and spiderwebs” of traditional data integration, reducing friction and allowing them to better serve guests and meet organizational goals.

Connecting the Dots

"It's not just about the ones and zeros. It's about the impact that experience can have on someone's trajectory in life."

For TJ, effective data integration goes beyond the technology itself—it’s about enhancing guest experiences and making meaningful connections. He emphasizes that whether it’s a visit to a museum, zoo, or aquarium, the interactions guests have can be life-changing, fostering lifelong passions or interests. BlueGator’s work involves linking disparate data streams—like ticketing and donor engagement systems—to present a holistic view of each visitor's journey. This integration allows attractions to personalize interactions, boost guest engagement, and foster deeper emotional connections. TJ draws from his background at Disney and accesso to illustrate how technology can support meaningful guest engagement without losing sight of the human impact.

The Four Key Metrics

"Recency, frequency, duration, and spend—those are the four pillars or key metrics."

TJ introduces the framework of four key metrics—recency, frequency, duration, and spend—as a way to measure and optimize guest engagement. By focusing on how recently a guest visited, how often they return, how long they stay, and how much they spend, operators can build targeted strategies to maximize value and deepen relationships with their visitors. TJ explains that this structured approach allows attractions to understand and anticipate guest behavior, enabling tailored communications and offers that drive repeat visits and greater overall satisfaction. BlueGator applies this framework to create data-driven solutions that help operators achieve their business goals while keeping guests at the center of their mission.

For more information, you can reach TJ via email at tj.christensen@bluegator.com or connect with him on LinkedIn. Learn more about BlueGator at their website, where you can also submit a request for a meeting.

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