The Analytic Hospitality Executive

APPENDIX 4Chapter Questions

Chapter 2

1. Describe why unstructured data is particularly difficult to manage within a traditional data architecture.

2. If you were charged with starting a data governance program, what functional areas would you invite to participate and where would you get started?

3. Why is data virtualization potentially useful to hospitality organizations?

4. For each of the following data sources, apply the list of questions from this chapter, come up with the list of information you would need from the data provider to be certain of the value of that data, and determine how it might be useful within the organization.

a. Forward-looking demand data (benchmarked reservations on hand for a defined market for the next six months)

b. Text from all the reviews on TripAdvisor with the associated demographic and ratings data

c. Performance benchmarking data (like STR), including your ADR, occupancy and RevPAR, as compared to the competitive set

d. Web shopping data from your website

e. Guest lifetime value

f. Competitor pricing

5. Which of the data cleansing techniques described in this chapter would you apply to your guest data warehouse?

Chapter 3

1. Describe the advantages of visualizations over spreadsheets.

2. What are some best practices for building an effective visualization?

3. Review the following visualizations. What issues do you identify, and how would you change each visualization to make it more effective?

Chapter 4

1. What analytical technique would ...