Disney MagicBands track your theme park activities

Jan 21, 2014

You can now wear a MagicBand when you enter Disneyland to get a more personalized experience, and in return, the park gets to know what their customers are up to. John Foreman, the chief data scientist at MailChimp, describes the new data toy after a trip to the happiest place on Earth.

What does Disney get out of the deal? In short, it tracks everything you do, everything you buy, everything you eat, everything you ride, everywhere you go in the park. If the goal is to keep you in the park longer so you’ll spend more money, it can build AI models on itineraries, show schedules, line length, weather, etc., to figure out what influences stay length and cash expenditure. Perhaps there are a few levers they can pull to get money out of you.

I knew Disney imagineers kept track of park activity, such as line length and congestion areas, but this takes it to the next level. Is it weird that I’m curious how this would work at home?

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