“Analytics” is a big buzzword in every industry. The domain can seem complex and vast – and it is. Particularly

in emerging areas like digital, there is a lot of noise around the techniques available and their application. Wyndham’s Kelly McGuire shares with The Hotel Yearbook three popular digital analytics techniques that can help hoteliers drive value from their digital efforts, describing what they are used for and discussing the algorithms that underpin them in business language.
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