How data driven is Disney?

[Variable]

We read about It, talk about It - It is guest data. Decades of data collection from many sources. Disney has data, always collecting data. "Disney has the data."

So, for those that have some inside knowledge, been there sort of folks - how data driven are Disney's decisions? From day to day operations, to seasonal specials, to the always contentious longer term planning and final build decisions:

To what extent does the data drive Disney?

 

[Chef Mickey]

More than you could ever imagine. Everything is captured as a data point and used to get you to spend more money.

 

[Variable]

You don't know my imagination!

Your answer is too obvious, vague and simplistic.
It's a repeat of the generalized refrain of which I seek specifics.

Then if data drives everything, then management makes no decisions contrary to guest desires, right? Therefore in the current example of GotG replacing ToT, Disney is acting on its data and thus making a correct decision --not only for its coffers but for greater guest satisfaction forecast by the data. It's a win-win. Or not?

 

[RobidaFlats]

You don't know my imagination.
Your answer is too obvious, vague and simplistic.
It's a repeat of the generalized refrain of which I seek specifics.

Then if data drives everything, then management makes no decisions contrary to guest desires, right? Therefore in the current example of GotG replacing ToT, Disney is acting on its data and thus making a correct decision --not only for its coffers but for greater guest satisfaction forecast by the data. It's a win-win. Or not?

I can't speak to the inside information that you seek. However, with regards to your "correct decision" hypothesis: The type of data that would support or contradict that type of decision isn't hard data, meaning it can't be gleaned from dollars spent, turnstiles clicked, etc. It would have to be derived from surveys (or focus groups, etc.) which are more easily manipulated to provide the desired results. There have been posts on these forums providing examples of survey questions sent to guests demonstrating an obvious bias.

The only way to know for sure if it was the "correct decision" from a financial and guest satisfaction perspective would be after the fact, when guests can directly compare experiences. I would wager, however, that no credible surveys will be conducted to confirm any of it as once it has been built, there would be no upside to gathering that data. If people don't like it as much, it's too late. If they like it more, it's too late.

 

[Variable]

Hmmm. Yes, lots of survey discussion. It is amusing to answer them and realize how they obviously want particular responses sometimes. As if they want endorsement, not suggestion or observation.

 

[mf1972]

they're watching...alllllwayyyss watching...

 

[Variable]

they're watching...alllllwayyyss watching...

I had to flush twice the other day, I hope they noticed that.

 

[FutureCEO]

they're watching...alllllwayyyss watching...

 

[danlb_2000]

You don't know my imagination!

Your answer is too obvious, vague and simplistic.
It's a repeat of the generalized refrain of which I seek specifics.

Then if data drives everything, then management makes no decisions contrary to guest desires, right? Therefore in the current example of GotG replacing ToT, Disney is acting on its data and thus making a correct decision --not only for its coffers but for greater guest satisfaction forecast by the data. It's a win-win. Or not?

Decisions in any company are rarely made only on data no matter how much is collected. I would think some data is easily actionable, for example estimating crowds so they can determine staffing levels. Others, like replacing ToT, are much trickier.

I would also be interested in hearing some first hand accounts of how Disney uses data. There is little doubt that they collect a lot of data, but it's not uncommon for companies to collect a lot of data, but not know how to use it to help make decisions. Being in this business, I have often been asked to collect data for someone in my company and there are times that I have had to ask them if there are just going to collect this data to collect it, or do they actually see a way they can use this data to improve the business.

 

[LuvtheGoof]

Decisions in any company are rarely made only on data no matter how much is collected. I would think some data is easily actionable, for example estimating crowds so they can determine staffing levels. Others, like replacing ToT, are much trickier.

I would also be interested in hearing some first hand accounts of how Disney uses data. There is little doubt that they collect a lot of data, but it's not uncommon for companies to collect a lot of data, but not know how to use it to help make decisions. Being in this business, I have often been asked to collect data for someone in my company and there are times that I have had to ask them if there are just going to collect this data to collect it, or do they actually see a way they can use this data to improve the business.

I ask that same question every time I'm asked to provide a new report. What will the data be used for? Will it drive business decisions? Will it help provide better service to our customers? I usually get a "management wants it" answer, and so I shoot back - why? What good will it do them?

 

[danlb_2000]

I ask that same question every time I'm asked to provide a new report. What will the data be used for? Will it drive business decisions? Will it help provide better service to our customers? I usually get a "management wants it" answer, and so I shoot back - why? What good will it do them?

Even worse is when you are constantly asked to adjust a report until the numbers show whatever point it is that the person is trying to prove.

 

[Variable]

Data is not information. Many want to skip the transformation work.

I recently was surveyed by a service company. They had the usual "Would you recommend us" "How likely are you to recommend us" I'm sure someone sate back and said "See, look at all the people that would recommend us! And likely to very likely to do so! Yay!"

Well, there are the only company providing that service in the region (think lonely remote island and you'll get the idea) - there are absolutely no alternatives. So I'd like to think someone actually looks at the region the survey data came from, and tosses something out. But why bother to ask me useless questions in the first place? Why collect irrelevant data?

 

[Variable]

Even worse is when you are constantly asked to adjust a report until the numbers show whatever point it is that the person is trying to prove.

The way some of the surveys are structured, that's exactly what someone around Disney is doing.

 

[copcarguyp71]

Let me answer this question with a question...WDW is the most ingenious mall ever created in that you will gladly spend until you are well into the college fund and they make you feel good about doing it...just how data driven do YOU think it is????

How many times in the past 10 years have you seen the people with tablets asking questions and taking surveys throughout the parks?

Do you think MM+ was really for the guests benefit entirely?

I am honestly waiting for them to institute tag and release in the parks.

 

[Variable]

Let me answer this question with a question...WDW is the most ingenious mall ever created in that you will gladly spend until you are well into the college fund and they make you feel good about doing it...just how data driven do YOU think it is????

How many times in the past 10 years have you seen the people with tablets asking questions and taking surveys throughout the parks?

Do you think MM+ was really for the guests benefit entirely?

I am honestly waiting for them to institute tag and release in the parks.

Lol tag and release.

I'm not on the inside, so I can't make such declarations, I.e. "The decision to choose X over Y was the result of guest preference for X as supported by the sales data". Or "Guest data shows they want cheaper hot dogs, but we want to maintain our profit margin on those". Or an art director ignores generally accepted consumer preferences for colors and textures and instead blazes forward in a new direction of their own choosing.

We hear that staffing is ignoring crowd levels and working to make budgeted pofits, sacrificing established best practices or past operating guidelines in areas from A to Z.

Its a very mixed picture. Lots of data, but indications it's cherry picked and massaged to support desired actions.

So when I tell myself or others "Disney has the data <to support some change or action> " I'm wondering how accurate that statement is. In other-worlds, am I fooling myself?

 

[copcarguyp71]

It would seem looking in from the outside that decisions are driven by revenue. As long as the parks are packed and each guest is leaving having spent the requisite amount above and beyond room and admission then the rest appears to be "fluff" in the equation. Honestly I think they are compiling information but until their pockets suffer a good bit of it just goes into a data bank for "further analysis". Again though...just supposition on my part

 

[Variable]

It would seem looking in from the outside that decisions are driven by revenue. As long as the parks are packed and each guest is leaving having spent the requisite amount above and beyond room and admission then the rest appears to be "fluff" in the equation. Honestly I think they are compiling information but until their pockets suffer a good bit of it just goes into a data bank for "further analysis". Again though...just supposition on my part

I suspect your on the track overall. Things are good, making money. Every org has financial ratio ranges, I guess it's what they'll do when the red limits of those ranges are reached, or if the trend is bad how long they wait to see if it corrects.

Lies, damned lies, and metrics!

 

[bcoachable]

Bumping to ask a few Data question for anyone who may know how things work on the inside.

1. How much Data/Information would Guest Services have available at their screen when a Guest walks in?

2. How might results for vacation searches be skewed to take advantage of a guests spending habits, based on data, when a potential guest is searching for lodging?

3. Does Disney collect Data on guests just while at the parks, or do they use data from other points as well, say like from a credit card company that they may partner with etc.

ETA: Clarity