Column: Choose a data product that's right for the job

08/28/2011 | HotelNewsNow.com

Hoteliers should carefully study whether the data-collection tool they are looking to buy addresses their business needs and provides data they can actually use, writes Christopher Crenshaw, vice president of marketing intelligence at Loews Hotels. "Ask lots of questions to be sure the product you are considering will help you move your company in the direction it needs to go and that you are buying actionable data, not informative data," he writes.

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