In a big data panel at the HSMAI Digital Marketing Strategy conference held recently in New York, Peter Kim from start-up MightyHive commented that all of your competitors have access to the same third party data you do, and that your own data is much more valuable. Many hotel companies don’t even own their own digital behavior data stream, having outsourced it to web analytics providers. What would it take to justify bringing that data back in house? What new analytic capabilities could emerge from access to this detailed data? The Analytic Hospitality Executive interviewed Suneel Grover, senior solutions architect for digital intelligence at SAS about how to harness digital behavior data and what kinds of new analytic capabilities are available once that data is captured. Get the full story at The Analytic Hospitality Executive