Beth Schultz

Disney's Got Analytics Pizzazz

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MDMconsult
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Disney and Analytics
MDMconsult   9/2/2012 7:10:48 PM
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Yes. Disney does a great job at making sure there analytics are simple in approach and analytics reports are targeted at business users needs, easy to navigate and to produce. The way they built simply solution brings ease of use for its Technology workers. The Disney "Global Business Technology Strategy" set the stage for IT to approach data warehousing and analytics from a serious business perspective.

Noreen Seebacher
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Re: Got to Like Disney
Noreen Seebacher   8/30/2012 11:24:19 AM
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Disney hasn't stopped the ads yet. http://www.investoruprising.com/author.asp?section_id=1443&doc_id=249547&

Jeff
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Data Doctor
Re: Got to Like Disney
Jeff   8/30/2012 11:11:21 AM
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I've notice that the Disney channel is full of these 'order now' toys like pillow pets etc.  I wondered why and found that they cut out all the sugary cereal and fast food commercials.  Impressive.  I wonder how they came to that decision and if the data says customers will respond favorable to that kind of think.  You won't see Nickalodean doing that, I'm sure of that.

SaneIT
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Data Doctor
Re: Disney
SaneIT   8/30/2012 8:02:05 AM
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@Maryam, I have several friends and family members who currently work for Disney.  I can say pretty confidently that Disney also does a great job marketing to adults.  Kids can't book tickets from the UK to central Florida and buy park tickets.  I recently spent a day at one of Disney's "budget" resorts, they manage to capture the adults as well as the kids.  It sounds like the Disney analytics group has something to do with this continuity between all of the Disney properties and if that's true, they are doing an awesome job.

SaneIT
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Data Doctor
Re: Education, Inspiration and Validation
SaneIT   8/30/2012 7:57:37 AM
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@Beth, well I guess if you're the best consulting group around there's not much reason for anyone in the company to go elsewhere.  I think their attitude probably has as much to do with their success as their abilities, from your blog post it really sounds like they get it and that's a hard trait to beat.

Maryam@Impact
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Disney
Maryam@Impact   8/29/2012 3:00:52 PM
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 Disney has always demonstrated the ability to market to children with genius but in the past few years of visiting the parks I think they are in need of an update. I am certain that their research team is seeing the same feedback, since the Magic Kingdom is currently undergoing a significant renovation. It will be interesting to see how the research from this team shapes the park experience in the future and how it creates more opportunities for Disney marketing.

Hospice_Houngbo
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Prospector
Re: The tools
Hospice_Houngbo   8/29/2012 10:18:07 AM
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Thanks, Beth!

" Disney uses SAS software."

Good to know that. SAS software is a reliable tool and it can help reduce the (coding) load on IT staff. They will just have to learn how to use the tool.

BethSchultz
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Blogger
Re: The tools
BethSchultz   8/29/2012 9:04:42 AM
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Hi Hospice. We didn't get into a tools discussion, although I do know that Disney uses SAS software.

Hospice_Houngbo
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Prospector
The tools
Hospice_Houngbo   8/29/2012 8:53:07 AM
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Hi Beth,

Did Davis say anything about the specific analytics tools that they use at Disney? Do they write their own software or they buy the tools from external vendors and customize them to fit their needs?

Hospice_Houngbo
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Prospector
Re: More Disney insight
Hospice_Houngbo   8/29/2012 8:42:54 AM
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Hi Beth,

It is good that top management spread inspiration throughout the company. When inspiration comes from top-level executives, it is easily adopted by employees. Inspiration-education-validation seems to be a good model that we can all benefit from.

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