John Lucas thinks analytics is for the birds. It’s for the monkeys, cheetahs, popular cartoon mice and waterpark slides, too.

For the last year, Lucas has worked as an industry consultant for BrightStar Partners, applying BI and analytics at zoos, cultural attractions and museums. It’s a market of hundreds of national zoos and aquariums, more than 17,000 museums and topping 300 million people in annual attendance, according to BrightStar estimates. It’s also an industry “completely blind” to the information prospects available to their institution, says Lucas, one of Information Management’s “25 Top Information Managers 2012.”

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