Comment 4:
Big Data Behind Disney Magic (From Connie, 6/24)

Because the title shows that Disney also adopts big data and I want to know where and how do Disney conducts it. Like the article described in the first paragraph, most people don’t know Disney put the effort into the use of big data. However, the fact is that it has been investing in big data applications since ten years ago. There are also 1000 full-time employees dealing with structuring big data analytics. So below I want to share two of the big data applications under Disney. 

For the first application, Disney uses the so-called “MagicBands.” The bands are the wearable bracelets for every single guest who visit the Disney land. Every band is equipped with an RFID chip. There are three main design purposes of the Magicbands. The first purpose is to let guests enter any theme park fluently. And the second is to help the customers pay with the bracelet easily and quickly. The most important objective Disney wants to accomplish is that Disney can control the customers’ movement route. By using the sensors covering the whole theme park, Disney could know the customers’ direction and provide more satisfying services to their customers.

The second application of big data be used in Disney is to predict the largest sales for their tickets. There is a successful example from their past experience. The Lion King Broadway hit the highest sale ever than any other Broadway shows. This is surely thanks to the dynamic pricing strategy under the use of big data. They tracked the past sales and forecast the future demand and acceptable price for their customers and end up with the perfect result on the Broadway show at that time.

But there are some risks that exist under the use of big data in Disneyland. Because they owned every customer’s information at any time. The customers’ privacy may become the issue that Disney needs to consider. So adopting big data not always bring positive impacts, sometimes we also need to consider the negative effects of the application on those dedicated technologies.

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