Company Profile Analysis

Company Profile Analysis

Andrea Sanchez
California State University Northridge

Company Profile Analysis

In this paper, I will examine the data collection of Disney. I will emphasize this
companys key practices and focus on the information they collect from consumers. I will then
analyze the practices of Disney and how it relates to their behavior with consumers based on
research from course materials. Finally, I will make recommendations for the company could
change some of their practices, as well provide feedback on how Disney can provide more
protection for their consumers.
The Walt Disney Company is one of the most famous companies in the animation
industry. The company focuses on entertainment for all ages, by providing theme parks and other
franchises. Disney focuses on five business segments, according to their company overview,
these segments are, media networks, parks and resorts, studio entertainment, consumer products
and interactive media (Disney Company Overview 2015). This corporation has later became an
empire by focusing on these segments and making consumers a key aspect to growing their
enterprise.
The Disney corporation has recently been using big data analytics to collect consumer
information by using a wireless tracking wristband called, Magicband. The Magicband also
uses a system which keeps track of the consumers behavior called, MyMagic+. This band is
designed to provide a positive experience to those who frequently visit Walt Disney World in
Orlando. In Mark van Rijmenams article, Big Data Meets Disneys Magical Approach, it
states, MyMagic+ system allows Walt Disney to collect massive amounts of sensitive and
valuable data such as real-time location data, purchase history, information about the visitors,
riding patterns and more. (Rijmenam 2015). The data collected through this system can benefit
the company in many ways as they track consumer behavior. It determines which rides and
products are being frequently purchased. As well keep track of which rides and products are

Company Profile Analysis

doing poorly. According to David A. Aaker and George S. Days chapter, A Guide to
Consumerism, it states, The analysis of consumer problems frequently suffers from lack of
data both as to the seriousness of the abuses and the costs versus the benefits of proposed
solutions. (Aaker 35). This system can be used as means to predict future activity as well
because the data collected can be filtered specifically. Although, focusing on products that are
lower in demand can lead to possible confusion of information in the system. Creating a false or
inaccurate prediction on what product is likely to bring in profit. However, in Steve LaValles
chapter, Big Data, Analytics and the Path From Insights to Value a key obstacle would be as
stated, Culture does not encourage sharing information. (LaVelle 24). Since the MyMagic+
system is fairly new, many consumers would opt out the option of having their exact location
tracked. This could lead to further complications with the data collected as well, because less
information is being gathered in the system.
In the third title of Disneys corporation Privacy Policy, states, A member of the Walt
Disney Family Companies which includes many different brands, will be the data controller for
your information [data controllers] May have access to your information where they perform
services on behalf of the data controller. (Disney Privacy Policy 2015). Since Disney focuses on
media networks, consumers share their consumer information by just visiting the Disney website.
The most well-known Walt Disney Family company is ABC network. When a consumer visits
ABCs website third party websites are allowed to collect consumer information through ABC.
This ca lead to the selling of someones personal information without them being aware of it. In
Daniel J. Soloves chapter, When Poop Goes Primetime he says, We live in an age when
many fragments of information about our lives are being gathered by new technologies, horded
by companies in databeses. (Solove 52). Most consumers are not aware about how their

Company Profile Analysis

information is being tracked and collected. This is because Companies and their third party
services collect and sell in a stealth manner. When a consumer is browsing Disneys and Family
companies they are not necessarily thinking that the company is tracking their behavior. Causing
the individual to share more information with the company because they maintain credibility.
In conclusion, big data is becoming successful with huge corporations such as, Walt
Disney, because it has made it easier for companies to predict which products produce more
profit. Even though Walt Disneys corporation allows options for their users to opt out personal
information, they should still consider some improvement. For example, The MyMagic+ system
focuses on information that could lead to irrelevant data. The use of location tracking should not
determine whether or not a product can be successful or not. Rather instead they should focus on
how a consumer should rate a product. Since products can be used frequently, it does not assure
that the product is effective. Another thing Disney should improve on is being able to see how
their information is being used to benefit the company as a whole. Allowing third parties to
gather a consumers information should be known to the consumer as well because it is their own
information being shared. Even though Disneys practices are not as harmful to their consumers
in contrast to other companies, it should still be considered to be altered to maintain a wellbalanced consumer and business relationship.

Company Profile Analysis

References
Aaker A. David and Day S. George. (1982). Chapter 1: A Guide to Consumerism
Consumerism: Search for the Consumer Interest, 4th ed., The Free Press/Columbus Free
Press
Company Overview. (2015). Retrieved October 26, 2015.
LaVelle Steve, Lesser Eric, Shockley Rebecca, Hopkins S. Michael, and Kruschwitz Nina.
(2011). Big Data, Analytics and the Path From Insights to Value, Vol. 52. No 2, MIT
Sloan Management Review.
Privacy Policy. Disney Privacy Center. (2015). Retrieved October 26, 2015.
Solove J. Daniel. (2007). Chapter 1: When Poop Goes Primetime, The Future of Reputation:
Gossip, Rumor, and Privacy on the Internet.
Van Rijmenam, M. (n.d.). Big Data Meets Walt Disney's Magical Approach. Retrieved
October 25, 2015.