Business Analytics Software for Attractions: Turn Guest Data Into Revenue

Family entertainment centers (FECs), theme parks, and other attractions aren’t just in the business of fun, they’re in the business of smart decision-making. And increasingly, those decisions are powered by data.

That’s where business analytics software comes in. Modern business analytics software comes with powerful features that help attractions collect, analyze, and act on guest data.

What is business analytics software?

Business analytics software is a tool that helps organizations collect, analyze, and visualize data to make better decisions. While these solutions have long been used by large enterprises, modern cloud-based platforms have made them more accessible, user-friendly, and tailored to specific industries—including attractions.

Instead of relying on spreadsheets or gut feel, operators can now use intuitive dashboards to track trends, identify opportunities, and make data-backed decisions in real time. These platforms often combine multiple tools—like reporting, forecasting, segmentation, and automation—into one streamlined experience, integrating data from various sources.

For attractions, this means more than tracking ticket sales. It means understanding who your guests are, how they behave, and what you can do to keep them coming back.

Why business analytics matters for attractions

Attractions operate in fast-paced, often seasonal environments where guest expectations are high and operational efficiency is essential. Business analytics solutions help you stay competitive and agile by unlocking insights that lead to:

• Increased revenue: By analyzing guest behavior and sales data, you can identify your best-selling products, upsell opportunities, and revenue-driving programs like memberships or bundles. This enables attractions to make better business decisions.
• Smarter marketing: Analytics software enables targeted marketing based on real guest data. Whether it’s identifying top referral sources or segmenting audiences for promotions, your campaigns become more effective—and measurable by leveraging data for improved results.
• Operational efficiency: Understand when your venue is busiest, where bottlenecks form, and how staff scheduling impacts performance. This allows you to optimize resources, reduce wait times, and improve the guest experience.

Read more: Save Up to 125 Hours per Year With Analytics

Imagine being able to predict when you’ll need more staff on-site or which concession combos drive the highest average spend. With analytics software for attractions, you can uncover valuable insights about your operations and guests.

Core features to look for in business analytics software

Not all business intelligence platforms are created equal. Attractions have unique needs, and your analytics solution should reflect that. Here are the essential features to look for:

• Interactive dashboards: Get up-to-the-minute insights into revenue, bookings, and guest feedback with interactive dashboards. These dashboards are customizable, visual, and easy for your whole team to understand, making data visualization a core component of your analytics.
• Guest segmentation: Analyze your guests by demographics, visit frequency, purchase behavior, or membership status. This helps personalize communication and create more compelling offers.
• Revenue forecasting: Use historical data and trends to predict future performance. This is especially helpful for planning staff, events, or seasonal promotions.
• Operational tracking: Monitor key metrics like venue capacity, wait times, and staff performance to reduce inefficiencies and improve service delivery.
• System Integrations: Your analytics software should seamlessly connect with your core systems—like your point of sale (POS), ticketing platform, waiver solution, and CRM. This ensures all your data is captured and unified.

How ROLLER Analytics empowers attractions

ROLLER Analytics, created in partnership with Google BigQuery, is a purpose-built solution for attractions designed to turn your guest and transaction data into smart, actionable insights.

With ROLLER Analytics, operators can:

• Track guest flow in real time and make layout or staffing adjustments to reduce congestion.
• Evaluate marketing campaign performance across channels—paid and organic—so you can double down on what’s working.
• Analyze revenue by sales channel (e.g., online, in-venue, self-serve kiosks) to understand where growth is coming from.
  Use guest experience insights tied directly to bookings to improve satisfaction, retention, and loyalty.

One ROLLER customer, Mining Adventure World, saw a 30% increase in revenue and saved hours per week on reporting by switching to ROLLER Analytics. The right data makes all the difference.

Top metrics every attraction should track

If you're just starting out with business analytics software, focus on these foundational key performance indicators (KPIs). These metrics provide a well-rounded view of your operations, marketing, and guest satisfaction:

Implementing analytics software at your venue

Getting started with analytics may feel daunting, but it doesn’t have to be. Here’s a simple roadmap to help you implement analytics software at your attraction:

1. Assess your current setup: Review your tools and ensure you’re collecting clean, accurate data.
2. Integrate your systems: Make sure your POS, booking, and waiver tools all connect with your analytics platform.
   Train your team: Empower your team to use the dashboards and understand how metrics impact their work.
   Review data regularly: Don’t wait for quarterly reports—use your insights weekly to stay agile and informed.

Smaller teams sometimes assume they’re too lean for analytics. But with the right platform, even a two-person team can uncover powerful insights and drive growth.

Final thoughts

Attractions generate a huge amount of guest and operational data every day—but data alone doesn’t create value. It’s what you do with it that counts.

Business analytics software bridges the gap between information and action. With the right business intelligence tools, you can better understand your guests, optimize your operations, and increase revenue—all without guesswork.

ROLLER makes it easy to turn guest insights into business growth. If you’re ready to implement a smarter data strategy, we’d love to help.

Ready to see how ROLLER can support your data-driven journey? Let’s talk.

Or if you’re still exploring the topic, check out these free resources:

Download the Operator’s Guide to Venue Management Analytics: A practical guide for building a strong analytics foundation and applying insights to grow your business.

Watch our webinar: Magic Metrics: Get real-world advice on the most important metrics to track, how to interpret them, and how to use them to deliver better guest experiences.