John Taylor likes computer data the way he likes big trout: here, there or anywhere. Which is perfectly natural, considering he’s the data analyst in the Inland Fisheries Department at Texas Parks and Wildlife.

Taylor describes his unspoiled enthusiasm for big data and big fish in this sendup of Dr. Seuss that aired last week during the agency’s weekly program on Texas public television.

In the segment, Taylor’s colleagues talk about how their quirky co-worker combines complex data from license fees, boat registrations and magazine subscriptions to uncover better ways to serve fellow outdoor lovers across Texas.

After you watch the video, read more on how Texas Parks and Wildlife turns complex data into smart marketing and business decisions.