Disney’s New ‘MyMagic’ Wristbands to Turn Big Data Into Big Profits
By giving visitors to its theme parks rubber bracelets embedded with microchips and encouraging them to plan minute details of their trips weeks ahead of time, the Walt Disney Co. expects to get a larger share of their total vacation time and spending.
It also plans to track how much they spend on Little Mermaid makeovers and Dole Whip desserts.
One of the central elements underpinning Disney’s MyMagic–project, the billion-dollar vacation-planning system being tested at Walt Disney World, is an unprecedented ability to gather reams of personal data about the tens of millions of people who flock to Disney World theme parks each year.
MyMagic–will allow Disney to track where visitors go across the vast resort; how they spend their money; and what and when they like to eat. Disney plans to use that information to devise more sophisticated and personalized sales pitches, in which everything from the message to the price could vary from one prospective customer to the next.