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Data Mining Case Study

2063 words - 9 pages

Introducción
Walt Disney conocido por crear una de las marcas más reconocidas del mundo, desarrolló la idea de crear un
lugar donde toda la familia pudiera divertirse, "We believe in our idea: a family park where parents and children
could have fun — together."1. Tras una inversión de 17 millones de dólares, ese sueño se hizo realidad el 17 de
julio de 19552 al inaugurar el primer parque de atracciones de Disney en California.
Disney siempre tuvo una obsesión con los detalles y entendió que el Core del negocio era sorprender a sus
visitantes, decidió enfocar toda su estrategia empresarial en comprender a los clientes y observar cómo actúan
promoviendo así, una cultura centrada en el ...view middle of the document...

El Problema
Los parques Disney prometen a los turistas, que al visitar alguno de ellos se harán realidad sus sueños, -“Where
dreams come true”-, esta promesa debe ser cumplida a cabalidad, para no afectar la imagen de la compañía.
Pero ¿qué tan fácil es cumplir este tipo de promesas cuando llegan aproximadamente 10 millones de visitantes
al año a cada parque, y además se debe estar al frente de más de 60mil trabajadores?
Imagine la visita a uno de estos parques4, al tener un área tan amplia para recorrer y con un costo de tiquete
aproximado de $100 dólares diarios por persona, lo correcto sería llegar temprano en la mañana y así aprovechar
al máximo la estadía en las atracciones. Al llegar al Parque el tiempo promedio que se debe esperar para acceder
a los juego mecánicos supera los 45 minutos, largas filas bajo el potente sol de La Florida o California, de
seguro molestarían a numerosas familias de todos los rangos de edad; es hora de comer y para ello al igual que
para las atracciones se debe esperar y estar atento a la próxima mesa disponible, y ahora, ¿una foto con Mickey
mouse? Sí es posible, aunque de nuevo se debe enfrentar a una larga espera, y no mencionemos la travesía para
utilizar los baños. Al conocer este episodio ¿es coherente esta experiencia, con el lema de la misma compañía,
donde los sueños se hacen realidad?; talvez hacer miles de filas no sea una experiencia extraordinaria ni el
sueño de millones de personas, por eso hacia el 2008 Disney World estaba lleno de problemas ya no era una
experiencia “armoniosa”.

1

Frase en la estatua de Walt Disney ubicadas en Magic Kingdom at Walt Disney World
Información disponible en: © 2016 Unidad Editorial Información Económica S.L.
3
Cultura Customer-Centric, Disponible en: Rus R., Moorma C., Bhalla G., “Rethinking Marketing”. Pág. 94-101
4
Disney World cuenta con más de 10 parques en todo el mundo https://es.wikipedia.org/wiki/Walt_Disney_Parks_and_Resorts
2

¿Cómo hizo Disney para transformar está tortuosa experiencia en algo realmente mágico? En este caso se
describe cómo se resuelve este problema a partir de técnicas de minería de datos, donde tener un conocimiento
profundo del cliente, permite crear una verdadera lealtad hacia la compañía. Pero, ¿cómo hizo Disney World
para conocer a los millones de clientes que visitan sus parques y entender que experiencias debía involucrar en
los mismos?

Recolección de Datos
Antes de 2008 la entrada a Disney era como cualquier otra, se
compraba un tiquete de papel y se accedía al Parque. Para enero de
2013 el equipo de Disney creo las Bandas Mágicas “MagicBands”
brazaletes ajustables y personalizables para la muñeca de los
visitantes. Disney invirtió $1 billón de dólares y varios años
desarrollando este brazalete5 que hace contacto con otros puntos a
partir de tecnología RFID. Con esta pulsera Disney pretendía que sus
clientes accededan al parque, realicen compras en los restaurantes,
entren a sus...

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