This problem is not new to Suneel Grover, senior solutions architect for digital intelligence at SAS, since he started his marketing analytics career building predictive models for online marketing campaigns. “I really wanted to use web interaction data in my models, to more accurately predict the outcomes of these online marketing campaigns” he told me. “When I went to the web analysts to get access to the underlying data, it fast became apparent that they didn’t have it.” Most web analytics data is being hosted in the cloud, then aggregated to produce the kinds of reports that tell you how many people came to your website last week, how many came from one search engine versus another, what version of the search engine they were using, etc. These reports can be very helpful, but do not give you the type of data you need for a deeper analysis. Where this impacts hospitality firms the most is when it comes to personalization and targeting. Without a more granular level of data, your segmentation will remain at a very macro level. You also need the underlying data for building predictive models. “And if you cannot do predictive analysis on digital data, then your personalization efforts will plateau very quickly,” Suneel explained. “Basically, web analytics is still functioning at the descriptive level,” Suneel said, “and few web analysts have ever built predictive models, or are familiar with predictive techniques.” That makes it rather difficult for there to be common ground between the marketing analyst and his/her web analytics counterpart. And these two need to be able to work together to meet the demands of the industry today. “To achieve effective personalization and targeting, we need to be able to work with both online and offline data in an integrated format,” explained Suneel. “This is extremely important - if hospitality companies are going to be relevant and engaging as they interact with their consumers across online devices and offline interactions - these two functions need to come together.” Get the full story at The Analytic Hospitality Executive