Business intelligence finds a place in hospitality

Service organizations have nearly as many potential use cases for business intelligence as retail companies, which have been ahead of the curve for many years. The key in this field is customer service, and that is one area to which BI applies. Giving consumers what they want is all about understanding them and anticipating moves, which BI algorithms can accomplish on a large scale. Now, it's up to organizations that may not have up-to-date IT systems in place to make room for BI and train their staff members in its use. It may seem difficult to accomplish such a change in a hurry, but it could be the factor that reshapes the contours of entire industries.

Getting data ready
Hospitality Net contributor Kevin Coleman recently explained while there are uses for BI in the hotel and hospitality field, adopting this technology may not prove effective unless organizations commit to improving their information. He stated that the systems underlying transactions should be solid and the information they produce must be checked through a process of audits. Failing to prepare in this way may leave companies without the accurate geographic map of consumers they need to advertise in the markets that are actually relevant to them.

Thinking about which information will fuel BI systems is one important step in making these solutions for hotel owners and their IT departments. According to Coleman, it's important that every solution and process already in place is producing adequate information. Of course, once the data is certified as clean and ready to fuel the analytics algorithms, its power could be considerable. Coleman specified that the results may prove downright "transformative," and it's not hard to see how. Comparing analysis and reporting to decisions made by intuition will tell the tale: Having a basis in facts can be beneficial when performance is on the line.

Performing the analysis
Of course, all the time spent taming data could be a wasted write-off if organizations don't follow up with a strong analytics program. This means searching out tools that check off every one of leaders' requirements. Today, these goals can be quite ambitious, such as visual reports that lay out the current situation effectively or processes that dig into a huge variety of data sources and present the findings. This is why products such as Necto 14 exist, highly evolved systems developed with the needs of modern BI users in mind, as well as the challenges they face on the way to insight.

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