The wild side of analytics
Kansas Department of Wildlife and Parks creates analytics habitat
Fish, wildlife and outdoor recreation are important to the quality of life for all Kansans and vital to the tourism industry and economy of the state. As a public steward of Kansas' natural resources, the Department of Wildlife and Parks works to conserve and enhance Kansas' natural heritage, wildlife and habitats. As part of its efforts, it is applying analytics to help assure the benefits of the state's diverse living resources for future generations.
Whether it is generating annual habitat biology progress reports, optimizing financial and federal aid analysis and reports, or increasing its annual hunting and angling license revenue, the Kansas Department of Wildlife and Parks has enhanced the effectiveness of its conservation programs and activities using SAS® Business Analytics.
As a fee-based agency, responsible for maintaining an appropriate level of wildlife and aquatic species in the state, the department relies on its ability to generate revenue from hunting and angling licenses each year. In order to continually improve its revenue from licenses, it needed to better understand the data it had on its sport hunting and fishing customers.
"We really didn't have much in the way of usable data on our customers until recently. And we certainly didn't have a good way to get at that information," says Nygren. "Using SAS data integration capabilities to clean the license data, we found out we had a tremendous amount of churn and that we had more customers than we knew about – they just weren't buying every year. By mining the data, we've figured out how to motivate customers to renew more consistently, such as offering multiyear licenses or early-season discounts. We also discovered that youth between the ages of 16 and 21 had the lowest rate, so we designed a special $40 youth license that is good until the age of 21."
Contributing to the state economy
"The increased economic activity in the state from these anglers was $1,403 per angler annually, or $3.8 million over the three-year campaign period," he continues. "The campaign generated $365,000 in state and local taxes, and a little over $417,000 in federal taxes – it had a positive impact on the state's economy."
Increased federal aid
"We use SAS to accurately determine the number of individual hunters and anglers that we can claim for federal aid purposes," he explains. "Using SAS helped increase our federal aid certifications in the first year by 10 percent."
The department also uses SAS to determine the distribution of grants to local governments where state lakes are located. The grants are used for fisheries improvements such as constructing boat ramps, fishing docks or dam repairs. In the future, the department will use SAS to determine how much it spends on labor to manage the state's bodies of water.
A good partner
To help better utilize its data for analysis and to create insightful reports for users across the agency, Nygren retained SAS Alliance member Solution Design Team to help with the data integration and report design work.
"The consensus among my staff was 'Wow, how did they get that much work done in two weeks?'" Nygren concludes. "I showed the progress and management report work to another state agency. They quickly realized the benefit when they saw what we were doing. We'll continue to utilize and improve on what we have and add new features and new reports and new databases. Soon we'll be tying our natural resource databases to our fiscal resources databases so that we can make calculations we've never been able to perform before, such as what it costs to produce a species of fish. We've never been able to do that easily in the past."
The results illustrated in this article are specific to the particular situations, business models, data input, and computing environments described herein. Each SAS customer’s experience is unique based on business and technical variables and all statements must be considered non-typical. Actual savings, results, and performance characteristics will vary depending on individual customer configurations and conditions. SAS does not guarantee or represent that every customer will achieve similar results. The only warranties for SAS products and services are those that are set forth in the express warranty statements in the written agreement for such products and services. Nothing herein should be construed as constituting an additional warranty. Customers have shared their successes with SAS as part of an agreed-upon contractual exchange or project success summarization following a successful implementation of SAS software. Brand and product names are trademarks of their respective companies.
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Kansas Department of Wildlife and Parks
Needed a solution to integrate multiple databases to generate hundreds of progress reports and optimize financial and federal aid analysis and reports while increasing annual hunting and angling license revenue.
SAS Business Analytics
Using SAS, the Kansas Department of Wildlife and Parks reduced reporting time by two-thirds, grew licensed anglers by 3,000 and increased revenue by $3.8 million over three years. And, the department increased federal aid by 10 percent, while ensuring proper allocation of grant funding.
“"The increased economic activity in the state from these anglers was $1,403 per angler annually, or $3.8 million over the three-year campaign period … it had a positive impact on the state's economy."”
Fisheries Section Chief