CHICAGO — May 17, 2018 – Target Data today announced a strategic partnership with the John G. Shedd Aquarium, one of Chicago’s premier cultural institutions. The tech-enabled marketing services firm will enable Shedd to quickly leverage their customer and transaction data in order to market to specific individuals and drive measurable results, an approach known as “people-based” marketing.

“We are thrilled to partner with such an incredible institution. Shedd Aquarium is truly progressive in their approach to marketing and data. Once implemented, our platform will enable the aquarium to embrace a strategy that is lightyears ahead of many other cultural institutions,” said Target Data CEO Ross Shelleman. “Shedd will have a true people-based marketing solution that will exceed that of many for-profit institutions. Using data to deploy a truly one-to-one marketing strategy will pay enormous dividends.”

The aquarium will leverage Target Data’s Marketing Intelligence Platform to process relevant first-party data and power all digital marketing efforts. Using data as the foundation, the organizations will work hand-in-hand to improve online visit planning and ticket purchases, as well as increase awareness and purchase consideration in strategic, people-based audiences ranging from local residents to international travelers visiting Chicago.

“We are excited to leverage Target Data’s people-based marketing expertise and technology platforms to reach new audiences and serve relevant messaging and experiences for our guests,” said Shedd Aquarium’s Senior Vice President of Marketing, Sales and Guest Experience, Meghan Curran. “Looking nature in the eye is a first step to building compassion for wildlife. Target Data’s first-in-class intelligence tools will allow us to reach the right people to advance our vision of a world thriving with aquatic life sustained by people who love, understand and protect it.”


The John G. Shedd Aquarium in Chicago sparks compassion, curiosity and conservation for the aquatic animal world. Home to 32,000 aquatic animals representing 1,500 species of fishes, reptiles, amphibians, invertebrates, birds and mammals from waters around the globe, Shedd is a recognized leader in animal care, conservation education and research. An accredited member of the Association of Zoos & Aquariums (AZA) and the first U.S. aquarium awarded the Humane Conservation™ certification mark for the care and welfare of its animals by American Humane, Shedd is an affiliate of the Smithsonian Institute, and supported by the people of Chicago, the State of Illinois and the Chicago Park District.