GFQR 1026: Big Data in "X" Lecture 4 PDF

Lecture 4: Outline Case: Walt Disney Parks and Resorts GFQR 1026: Big Data in “X” Lecture 4 : Big Data Analytics in Business (2)...

Lecture 4: Outline Case: Walt Disney Parks and Resorts GFQR 1026: Big Data in “X” Lecture 4 : Big Data Analytics in Business (2) 1 1 Page 2 2 Page ©COMP, HKBU 2020. All Rights Reserved. This content is copyright protected and shall not be shared, uploaded or distributed. ©COMP, HKBU 2020. All Rights Reserved. This content is copyright protected and shall not be shared, uploaded or distributed. Case Background MagicBand Family entertainment company Walt Disney Plastic bracelets that Their theme parks and resorts bring in 126 contain Radio‐Frequency million visitors annually Identification (RFID) radios MagicBand was launched in early 2014 Provides a way for the system to connect data to – Disney are able to track guests’ every move guests around their Walt Disney World resort in Orlando, – e.g. connecting park tickets, Florida hotel room keys, payments, and PhotoPass information to the MagicBands Page 3 Page 4 ©COMP, HKBU 2020. All Rights Reserved. This content is copyright protected and shall not be shared, uploaded or distributed. ©COMP, HKBU 2020. All Rights Reserved. This content is copyright protected and shall not be shared, uploaded or distributed.  Radio Frequency IDentification (RFID) Radio Frequency IDentification (RFID) Refers to a technology whereby digital data Consists of three components: an RFID tag or smart encoded in RFID tags or smart labels are captured label, an RFID reader, and an antenna by a reader via radio waves How does RFID work? Belongs to a group of technologies referred to as Active RFID tag or Automatic Identification and Data Capture (AIDC) Passive RFID tag? – Automatically identify objects, collect data about them, and enter those data directly into computer systems with little or no human intervention Page 5 Page 6 ©COMP, HKBU 2020. All Rights Reserved. This content is copyright protected and shall not be shared, uploaded or distributed. ©COMP, HKBU 2020. All Rights Reserved. This content is copyright protected and shall not be shared, uploaded or distributed. Active & Passive RFID Tags RFID Applications Active RFID Tags Passive RFID Tags Inventory management – use battery‐powered RFID – No internal power source tags that continuously broadcast their own signal – Are used for applications, Asset tracking such as access control, file – are commonly used as “beacons” to accurately tracking, race timing, supply chain management, Personnel tracking track the real‐time location of assets or in high‐speed smart labels, and more – Lower in price Controlling access to restricted areas environments such as tolling ID Badging – Provide a much longer read range than passive Supply chain management tags – much more expensive Counterfeit prevention Active RFID Tags Passive RFID Tags Page 7 Page 8 ©COMP, HKBU 2020. All Rights Reserved. This content is copyright protected and shall not be shared, uploaded or distributed. ©COMP, HKBU 2020. All Rights Reserved. This content is copyright protected and shall not be shared, uploaded or distributed.  What Problem is Big Data How is Big Data used in Practice? Helping to Solve? Data from the MagicBand can help Disney MagicBand is a colourful wristband that helps guests personalize the entire resort experience. learn more about: – Guests can customize the bands before they leave – Who their customers are? home on Disney’s website – What they want? – When they arrive at the resort, the bands act as a room key and provide access to the park and FastPass tickets for attractions – Linked to card payment details, allowing guests to To anticipate customer needs and improve the purchase food and merchandise with a touch of the theme park experience wrist – Allows the Disney characters around the resort to automatically greet young visitors with their names Page 9 Page 10 ©COMP, HKBU 2020. All Rights Reserved. This content is copyright protected and shall not be shared, uploaded or distributed. ©COMP, HKBU 2020. All Rights Reserved. This content is copyright protected and shall not be shared, uploaded or distributed. How is Big Data used in Practice? What Disney know? Customers use the MagicBand voluntary, but still Audience Customers’ Real‐time Traffic Flow very popular (10 million bands have been issued Profiles Preferences around the park in 2 years’ time) This creates a whole lot of data that Disney can mine for insights Data is collected on: – Who the guests are – Where they are in the resort – What rides they go on – What they purchase Line length Demand in on popular the rides Restaurant Page 11 Page 12 ©COMP, HKBU 2020. All Rights Reserved. This content is copyright protected and shall not be shared, uploaded or distributed. ©COMP, HKBU 2020. All Rights Reserved. This content is copyright protected and shall not be shared, uploaded or distributed.  How is Big Data used in Practice? Wireless Fidelity (WiFi) With free Wi‐Fi across the Orlando resort The WiFi or 802.11 networking standards are applied Guests can use their smartphones to make A wireless network will transmit at a and alter ride reservations while they are on‐ frequency level of 2.4 GHz or 5GHz site Creating even more data for Disney to analyse Page 13 Page 14 ©COMP, HKBU 2020. All Rights Reserved. This content is copyright protected and shall not be shared, uploaded or distributed. ©COMP, HKBU 2020. All Rights Reserved. This content is copyright protected and shall not be shared, uploaded or distributed. What were the Results? What Data was used? Mining the data for insight? Or simply gathering it The MagicBand tracks every move visitors for future analysis? make around the park Several reviews in the press show that the bands The band is fitted with radio frequency are already proving a huge hit with families technology that works on both a long range (around 40 feet) and short‐range basis (e.g. Expect to see Disney roll the MagicBands out to where guests have to “touch in” with the other resorts around the world in near future bands, like in their guest room) Page 15 Page 16 ©COMP, HKBU 2020. All Rights Reserved. This content is copyright protected and shall not be shared, uploaded or distributed. ©COMP, HKBU 2020. All Rights Reserved. This content is copyright protected and shall not be shared, uploaded or distributed.  Any Challenges that What are the Technical Details? had to be overcome? Disney’s Big Data platform is based on Require a substantial financial investment on Disney’s park Hadoop, Cassandra and MongoDB For a start, free Wi‐Fi had to be installed across The Apache Hadoop The Apache Cassandra database is the the Orlando resort, which, at 40 square miles, software library is a choice when we need scalability and high was no small feat framework that allows for availability without compromising the distributed processing performance. Linear scalability and proven The park’s 60,000 staff had to be trained to use of large data sets across fault-tolerance on commodity hardware or the MyMagic+ system, which supports the clusters of computers cloud infrastructure make it the perfect using simple platform for mission-critical data. MagicBand technology programming models. It is MongoDB is a general purpose, document- designed to scale up from based, distributed database built for single servers to modern application developers and for the Estimated programme cost: around US$800 thousands of machines, cloud era. million each offering local computation and storage. Page 17 Page 18 ©COMP, HKBU 2020. All Rights Reserved. This content is copyright protected and shall not be shared, uploaded or distributed. ©COMP, HKBU 2020. All Rights Reserved. This content is copyright protected and shall not be shared, uploaded or distributed. Any Challenges that Big Data around you ! had to be overcome? Much personal data at stake, data security is significant 20 20 ©COMP, HKBU 2020. All Rights Reserved. This content is copyright protected and shall not be shared, uploaded or distributed. Page 19 To be continued…. ©COMP, HKBU 2020. All Rights Reserved. This content is copyright protected and shall not be shared, uploaded or distributed. Page  Lecture 4: Summary References Marr, Bernard (2016). Big Data in Practice, Wiley. Case: Walt Disney Parks and Resorts https://ccm.net/faq/298‐what‐is‐wifi‐and‐how‐does‐it‐work https://www.abr.com/what‐is‐rfid‐how‐does‐rfid‐work https://hadoop.apache.org/ http://cassandra.apache.org/ https://www.mongodb.com/ https://www.atlasrfidstore.com/rfid‐insider/active‐rfid‐vs‐passive‐rfid 21 21 Page 22 22 Page ©COMP, HKBU 2020. All Rights Reserved. This content is copyright protected and shall not be shared, uploaded or distributed. ©COMP, HKBU 2020. All Rights Reserved. This content is copyright protected and shall not be shared, uploaded or distributed. Image Credits [Slide 2 & 20] https://www.kissclipart.com/instruct‐clipart‐clip‐art‐women‐clip‐art‐zameoc/ [Slide 2] https://www.vancouverisawesome.com/2019/02/21/disney‐world‐fly‐318‐cad/ [Slide 3] https://disneyworld.disney.go.com/plan/my‐disney‐experience/bands‐cards/ [Slide 3] https://afewshortcuts.com/disney‐magic‐bands‐everything‐you‐need‐to‐know/ [Slide 4] https://en.wikipedia.org/wiki/MagicBands [Slide 4] https://milliontech.com/rfid‐tag/ [Slide 6] https://www.researchgate.net/figure/a‐Active‐and‐b‐passive‐RFID‐tag‐Semi‐active‐tags‐Although‐they‐have‐their‐own‐ power_fig3_308167938 [Slide 9] https://mirasvit.com/blog/5‐great‐ways‐improve‐customer‐satisfaction‐magento‐2.html [Slide 11] https://innovativeadagency.com/blog/importance‐data‐collection/ [Slide 12] https://www.nytimes.com/2011/06/12/magazine/a‐rough‐guide‐to‐disney‐world.html [Slide 13] https://www.princehotels.com/kawana/notice/information‐on‐internet‐wifi‐connection‐service‐in‐kawana‐hotel/ [Slide 14] https://www.scienceabc.com/innovation/how‐does‐wifi‐work.html [Slide 16] https://news.softpedia.com/news/iPhone‐User‐Tracking‐Switched‐Back‐On‐for‐Advertisers‐298924.shtml [Slide 16] https://www.wired.com/2015/03/disney‐magicband/ [Slide 17] https://www.genkiware.com/2019/02/28/hadoop‐installation/ [Slide 17] https://en.wikipedia.org/wiki/Apache_Cassandra [Slide 17] https://zh.wikipedia.org/zh‐mo/MongoDB [Slide 19] https://searchcompliance.techtarget.com/feature/Compliance‐rules‐usher‐in‐new‐era‐for‐personal‐data‐privacy‐policy [Slide 20] https://www.globalsign.com/en/blog/5‐ways‐to‐enhance‐data‐security/ [Slide 21] https://www.edureka.co/blog/big‐data‐applications‐revolutionizing‐various‐domains/ [Slide 21] https://economictimes.indiatimes.com/magazines/panache/all‐aboard‐disneys‐galactic‐starcruiser‐adventure‐will‐bring‐ your‐star‐wars‐dream‐to‐life/articleshow/70802764.cms 23 23 Page ©COMP, HKBU 2020. 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