The Walt Disney Company's aim has always been to create magical experiences for its audiences – through its films, theme parks, merchandise and more. Linking all aspects of its portfolio together to reach the right people at the right time requires a lot of data mining, according to Disney's UK CMO, Anna Hill.
Hill spoke at the IAB Engage event earlier this week and revealed that Disney uses a research team made up of 30 people and a wide-ranging tool-set to gather insights and mine through data.
The brand's "kids tracker," is a panel of of 22,000 kids that Disney continuously touches base with to find out more about who their favorite characters are and why.
Disney also has a direct line to parents. Every month, the brand uses an app to connect with 150 parents. They exchange imaged and arrange meetings to share ideas in-person.
Disney's data mining has also recently expanded to evolve with the digital times. Disney has started to use MagicBand wearable technology. Wearers are using the MagicBand to make purchases and access rides at theme parks. All activity is tracked and mined by Disney.
"We aren't short of creative ideas and we want to follow our gut, but we need that piece of data science to give us the sense that it is possible," Hill said.Add a Comment | Back to Top
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