Essay by Janet Vertesy: “…Once upon a time, you could just go to Disneyland. You could get tickets at the gates, stand in line for rides, buy food and tchotchkes, even pick up copies of your favorite Disney movies at a local store. It wasn’t even that long ago. The last time I visited, in 2010, the company didn’t record what I ate for dinner or detect that I went on Pirates of the Caribbean five times. It was none of their business.
But sometime in the last few years, tracking and tracing became their business. Like many corporations out there, Walt Disney Studios spent the last decade transforming into a data company.
The theme parks alone are a data scientist’s dream. Just imagine: 50,000 visitors a day, most equipped with cell phones and a specialized app. Millions of location traces, along with rides statistics, lineup times, and food-order preferences. Thousands and thousands of credit card swipes, each populating a database with names and addresses, each one linking purchases across the park grounds.1 A QR-code scavenger hunt that records the path people took through Star Wars: Galaxy’s Edge. Hotel keycards with entrance times, purchases, snack orders, and more. Millions of photos snapped on rides and security cameras throughout the park, feeding facial-recognition systems. Tickets with names, birthdates, and portraits attached. At Florida’s Disney World, MagicBands—bracelets using RFID (radio-frequency identification) technology—around visitors’ wrists gather all that information plus fingerprints in one place, while sensors ambiently detect their every move. What couldn’t you do with all that data?…(More)”.