At Dorchester Collection of ultra-luxury hotels, big data and analytics is used to improve guest offerings and marketing. The group uses Metis to analyze data from online reviews and social media to uncover problems and opportunities. But, as the Dorchester Collection’s director of global guest experience and innovation discovered, often the data can only tell you where there’s a problem, not why it exists, or how to fix it. That requires human intervention. For instance, last year Metis looked at customer sentiment about Parisian luxury hotels. Metis discovered that guests had little loyalty to Dorchester Collection hotels Le Meurice and Hotel Plaza Athénée - or to its competitors’ hotels. According to Metis’ analysis, guests view Paris’s 5-star hotels as interchangeable. They visit different ones simply to try something new. But once Metis noted this lack of customer loyalty, it was up to the hotel group to figure out why, and what to do about it. Get the full story at Harvard Business Review