If you’ve ever felt a bit lost staring at reams of big data, don’t worry you aren’t alone. As a hotel data analytics company, we're certainly familiar with this challenge many hoteliers face. In fact, most of us in the hospitality industry just aren’t used to seeing such a huge quantity of aggregated data. There is so much raw information, it’s hard to know where to start. The best thing to do is take a deep breath, have a long sip of your coffee, and, for the moment, turn off the analytical part of your brain and flex your inner creativity. The overall goal of any analytics is to give you the most accurate understanding of what is, or might, be occurring that affects your hotel. The specific reports you’re most familiar with range widely from department to department, but at the end of the day the end objective is all the same: improve revenue. By taking a step back and considering data from a creative, holistic, standpoint you can utilize data to find new ideas and new ways of understanding your business. Get the full story at SnapShot