This document outlines Disney's process for managing customer relationships through data analysis. It includes a process diagram showing customer touchpoints and how marketing, sales, and service data is used. Customer profiles contain names, contact details, and personal information indexed. Metrics are generated on customer demographics like gender, age, and contact preferences. Data is cross-tabulated to find patterns like female accountholders being more likely to visit parks than males. Data validation techniques standardize values and find anomalies to improve data quality for personalized customer engagement.

1. GLOBAL CUSTOMER MANAGED RELATIONSHIP
DATA ANALYSIS

2. PROCESS DIAGRAM
Customer
Touch Points
Retail Wholesale
EMail Telephone Interactive TV
Websites Mail Video
Applications
Marketing Data Mining
Sales Customer Contact Monitoring
Service Customer Care
Data Sources

3. GUEST PROFILE
NAME
•ID
•First
•Middle Initial
•Last
CONTACT
•Email
•Telephone
•SMS
•Mail
PII
•Gender
•Birthday

4. GUEST PROFILE
Disney Accountholder
• Yes
• No
Park Visitor
• Yes
• No

5. GUEST PII METRICS
GENDER
Male
Female
Undetermined
AGE
Teen
JR. Adults
Sr. Adults
Undetermined
CONTACT
Email Disney Account Telephone Mail Undetermined

6. GUEST PII METRICS
Female Jr.
Adult
Guests
Female Sr.
Adult
Guests
Male Jr.
Adult
Guests
Male Sr.
Adult
Guests
Email
Percent
SMS
Percent
Mail
Percent
Voice Call
Percent
AGE-based matrix CONTACT-based matrix

7. CROSS-TABULATION METRICS
Gender Disney Accountholder Park Visitor Count
Female Yes Yes 32
Female Yes No 10
Female No Yes 53
Female No No 23
Male Yes Yes 35
Male Yes No 29
Male No Yes 14
Male No No 27

8. CROSS-TABULATION METRICS
 There are more female guests than males
 The proportion of female accountholders is 72% – 28%, these 28% non-accountholders can be given
incentives to convert
 The proportion of male visitors is 60% – 40%, these dedicated accountholders should be contacted with
special offers to visit parks

9. CROSS-TABULATION METRICS
 Females do not show association between being Disney accountholder and being park visitor
 Males who have been park visitor are more likely to create and maintain Disney account than those who
have not

10. DATA VALIDATION TECHNIQUES
 Standardization of data values
 Female / F / Girl / Females / Girls all should be updated to FEMALE
 Telephone numbers should be 10 digit
 Email addresses should have @ . characters and keywords like COM ORG
NET at end
 Age field, computed based on valid birthday, cannot be negative number
 Data Anomalies
 Replace missing, misspelt names with professional greeting

11. RESPONSIBILITIES
 Mapping Permissions Data to appropriate fields
 Ensuring Privacy Compliance
 Documenting Data Collection Sources