The Analytic Hospitality Executive: Implementing Data Analytics in Hotels and Casinos

Praise for The Analytic Hospitality Executive

"Given the complexity of the hospitality industry today, developing some kind of analytical capability is no longer a luxury, it is a necessity. Our analytics programs have delivered great results. With Kelly′s guidance in this book, you too can get started on the journey to a strategic analytic culture."
Gail Mandel, CEO, Wyndham Destination Network

"This is a wonderful book for any hospitality executive who cares about data and analytics. The book describes the application of analytics across various disciplines, as well as the importance of developing an analytics culture in the organization. This is Kelly′s second book, and I hope there are more to come. She shares her broad background and deep insights into hospitality analytics. I highly recommend it."
Dave Roberts, SVP, Revenue Management and Revenue Analysis, Marriott International

"Big data and analytics are a game changer for hospitality and casino executives if they can use them effectively. Many executives struggle to think beyond traditional applications and define new business models and strategies with big data in mind. Finally, there is a playbook for hospitality organizations seeking to become data driven and transform the way they think about their business."
Annette Green, VP of Sales, Hospitality & Gaming, SAS

"The success of the global hospitality industry hinges on knowing our customers. Their profiles, perspectives, priorities, and behaviors. Analytics helps us develop the attribution model of our customers. As a practitioner, educator, researcher, and thought leader, Kelly McGuire has the perfect combination of skills, experience, knowledge, and perspective to lead this discussion."
Ted Teng, President and CEO, Leading Hotels of the World

Foreword

Acknowledgments

About the Author

Chapter 1: Building a Strategic Analytic Culture in Hospitality

Strategic Analytic Culture

Moving Ahead and Staying Ahead with Prescriptive Decision Making2

Making it Happen

Getting Started

How This Book Can Help

Notes

Chapter 2: Data Management for Hospitality

Data Management Challenge and Opportunity

Data Storage

Data Integration

Data Quality

Measuring the Benefits of Data Management

Responsible Use of Data

Conclusion

Notes

Chapter 3:  Data Visualization1

Why Are Visualizations So Important

Visualization Technology

Data

Visualization Types

Creating Powerful Visualizations

Conclusion

Notes

Chapter 4: From Reactive to Proactive Decision Making: Advanced Analytics in Action

Reactive to Proactive Decision Making

Statistical Analysis

Forecasting

Predictive Analytics

Optimization

Machine Learning

Text Analytics

Making it Work Analytics and Technology

Innovations in Solution Delivery

Real Time and Streaming

Conclusion

Notes

Chapter 5: Analytics for Operations

Operations

Data from Operations

Analytics in Operations

Workforce Planning and Optimization

Queues

The Impact of Queue Configuration

Managing Consumer Perceptions

State of Analytics in Operations

Analytical Resources for Operations

Conclusion

Notes

Chapter 6:  Analytics in Marketing

Marketing Data

Advanced Marketing Analytics

Digital Intelligence

Benchmarking Marketing Analytics Capabilities

Technology and People Investments

Conclusion

Notes

Chapter 7: Analytics in Sales

Sales Data

Advanced Analytics for Sales

Benchmarking Sales Analytics

Conclusion

Notes

Chapter 8: Analytic Opportunities in Revenue Management

Revenue Management: A History Lesson

Then Things Changed . . .

Revenue Management Data

Revenue Management Analytics

Sophistication Revenue Management in Practice

Technology Investments

Conclusion

Notes

Chapter 9: Performance Analytics

Data for Performance Management

Analytics for Performance Management

Performance Analysis Sophistication

Resource Requirements

Conclusion

Notes

Chapter 10: Gaming Analytics

Gaming Data

Gaming Analytics

Casino Floor Revenue Optimization

Fraud and Anti Money Laundering

Gaming Analytics Capabilities

Resource Requirements

Conclusion

Notes

Chapter 11:  Pulling It All Together Building an Analytical Organization

Getting Started Well Defined, Small Project for Maximum Impact

Organizing Your Analytics Department

The Build Versus Buy Decision

Integrated Decision Making

Conclusion

Notes

Appendix 1: Why Dynamic?

Chapter Questions

References

Index

KELLY A. MCGUIRE, PHD, is Vice President, Advanced Analytics for Wyndham Destination Network. She leads a team of data scientists and developers who build custom analytic solutions for Wyndham Vacation Rental′s companies and the RCI time–share exchange. Prior to joining Wyndham, she led SAS′s Hospitality and Travel Global Practice, setting the global analytics strategy for these industries, and supporting engagements around the world.