I have always considered Disney to be operating at the cutting edge of service delivery and crowd management. According to the NYT, it appears that they are planning to transform both using location-sensitive technologies and big data. The ambitious plan moves Disney deeper into the hotly debated terrain of personal data collection. Like most major companies, Disney wants to have as much information about its customers’ preferences as it can get, so it can appeal to them more efficiently. The company already collects data to use in future sales campaigns, but parts of MyMagic+ will allow Disney for the first time to track guest behavior in minute detail.