Walt Disney, one of the world’s largest and most highly valued companies according to the prestigious Forbes magazine, has developed a Big Data system for the collection and analysis of visitor activity data at its theme parks, which has so far been implemented at its Orlando park in Florida. Every year 100 million people visit its theme parks using its attractions, buying Disney products, eating in its restaurants and sleeping in its hotels. Thus, the activity of these visitors can result in a large amount of data if properly recorded and stored. Analysis of the immense volume of data generated on a daily basis can provide Disney with solid knowledge for strategic decision making, thus helping to improve its theme parks by making them more productive, accessible and therefore profitable, offering visitors what they need at any given moment.

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