A sophisticated example of both operational and strategic benefits from big data are Disney parks' MagicBands, which are bracelets with integrated RFID sensors (Alharthi et al., 2017). The bracelets function as entry passes to the park and offer the benefit of pre-booking and line cutting to the visitors. Most importantly, the RFID chips allow Disney to collect digital information on the bracelet wearer's movement and interaction with the park. The analysis of this data provides Disney with insights into customer behavior, enabling them to improve customer experience by relying on data about waiting times, purchasing history and customer preferences. Besides revenue gains realized by the targeted marketing opportunities and improved customer experience, operational efficiency is also improved (Kuang, 2015). The pre-booking feature, for example, allows for increased crowd control and optimized staffing at rides and restaurants. Discuess which management challenges Disney might have in regard to their bracelets