Disney and Coca-Cola ‘using big data for customer experience’
By Carly Yuk
Disney is known to protect the magic behind its brand. However, Disney masterminds are now utilising big data in innovative ways to improve the experience of those who walk through the gates of the famous parks.
After years of development, Disney World launched its My MagicPlus program. Through the use of My MagicPlus, every guest who enters the park received a wristband equipped with RFID technology which will track their movements.
The bands communicate with thousands of sensors around the park and stream real-time data to systems that turn the entertainment venue into a giant computer. The data collected is designed to help Disney cast members figure out and foresee all your wishes so they can offer you a more personalised all-around experience.
The technology also enables the bands to be used as hotel keys, credit cards, tickets, Fastpasses and photo passes. Swiping your band across the sensors around the park allows Disney to know where you are and what you need, as the goal of the technology is to offer a totally customised experience.
Coca-Cola’s drive towards big data and AI
The Coca-Cola company is the world’s biggest drinks provider, selling more than 500 brands of soft drinks to consumers in over 200 countries.
On a daily basis, over 1.9 billion servings of its drinks are bought, including brands such Coca-Cola, Fanta, Sprite, Powerade, and Schweppes.
The production of these drinks generates a huge amount of data; from product creation and distribution to sales and customers feedback, the company depends on a solid data-driven strategy to determine its next strategic business decisions.
In 2012, Coca-Cola was one of the first globally-acknowledged brands outside of the IT industry to speak about big data. The Chief Big Data Officer, Esat Sezer, said: “social media, mobile applications, cloud computing and e-commerce are combining to give companies like Coca-Cola an unprecedented toolset to change the way they approach IT. Behind all this, big data gives you the intelligence to cap it all off.”
It’s no secret that Coca-Cola has spent a lot of time pushing extensive research and development resources into AI, to make sure it is utilising every bit of insight it can to retrieve the data.
The recent launch of its Cherry Sprite product came from data collected from its latest generation of self-service soft drinks fountains.
Read more about how these self-servicing machines helped Coca-Cola enhance customer experience, and develop a ‘virtual assistant’ AI bot.
The merge of big data and AI
Big data is one of the most popular trends today, but what happens if it’s merged with another promising technology?
Researchers are currently working on new ways to further develop the technology by pairing it with AI, and although it’s already shown its power in a standalone environment, combining the two areas allows for a greater level of industry maturity.
The merging of both technologies is perhaps one of the most important modern industry breakthroughs to date and will redefine how businesses can add value, as the accessibility of big data has nurtured extraordinary breakthroughs in machine learning, which previously would have been unimaginable.
Read more about how big data is driving rapid breakthroughs in artificial intelligence.
Blockchain the game changer in business technology
Remember when Blockchain disrupted the financial industry? It was the fundamental technology of bitcoin and other virtual currencies developed by adopting its functionalities.
Over time, other industries have incorporated Blockchain technology into their practices as an easy, inexpensive, and safe way to store information.
Entrepreneurs were quick to develop new services based on this new technology, after recognising its advantages. And there are now voting and polling systems using Blockchain, as well as distributed data storage services, merchandise tracking mechanisms and art distribution platforms, all centred on Blockchain science.
Ultimately, meaning that big data specialists will soon have copious amounts of accurate information to analyse. As although Blockchain was initially created to enhance confidentiality and the safety of transactions, the technology has also improved the accuracy of big data.
Read more on how big data is adopting the technology of Blockchain.
Big data, big problem – not if you’re Amazon
Since Amazon acquired organic grocer, Whole Foods, it has cut prices by as much as 43%, causing a stir with US and British retailers.
Whole Foods has only nine stores in the UK. However, the purchase has caused apprehension amongst supermarket investors with Tesco shares falling 1%, while Marks and Spencer lost 0.85%, Sainsbury’s 0.63%, and Morrisons 0.5%.
The fluctuation was caused mainly by Amazon’s access to huge amounts of data via the acquisition. Considering that groceries are the most common type of shopping, it provided Amazon with invaluable information on purchasing habits and patterns, which it would not have had the requisite scale to obtain.
Whole Foods faced criticism for being overpriced, but now, Amazon’s data processing allows it to identify the most profitable products — not necessarily the most popular or expensive — so that it can focus on marketing and accurately forecast stock levels to focus attention on these products.
Read more on how Amazon is utilising data to challenge existing grocers in the US and UK, by tailoring their ranges, forecasting sales, and targeting adverts to tempt shoppers away from its competitors.
Which big data news highlight piqued your interest this month? Let us know in the comments and be sure to subscribe to the blog!