Disney – great personalized marketing or a tad much?

Posted on November 12, 2014

The folks at Disney are marketing geniuses – there is no doubt about that.Envelope

We’ve been fortunate enough to be to both Disneyland and Disney World over the last couple of years, so it was no surprise that immediately after we got home that we started getting mail from them encouraging us to come back.

However, a piece of mail that we got earlier in the fall has really got me thinking about if it is possible to overdo personalized marketing.

We received an offer to visit, with a personalized link which led to featured attractions that were of interest to us.  This part of the personalization was pretty cool and effective.

What got us was that Ty’s school breaks were identified in the mailing.  These weren’t just good guesses at Easter and Christmas breaks.  These were the dates where Tyler had a couple days off for teacher conferences or teacher professional development days.  I know that this is all publicly available, but it does take the matching of various data sets.  I found this a little over the top.

What do you think?

School Dates 1

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