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<p>Foreword xiii</p> <p>Acknowledgments xvii</p> <p>About the Author xxi</p> <p><b>Chapter 1 Building a Strategic Analytic Culture in Hospitality and Gaming 1</b></p> <p>Strategic Analytic Culture 3</p> <p>Moving Ahead and Staying Ahead with Prescriptive Decision Making 5</p> <p>Making It Happen 9</p> <p>Getting Started 13</p> <p>How This Book Can Help 15</p> <p>Notes 17</p> <p><b>Chapter 2 Data Management for Hospitality and Gaming 19</b></p> <p>Data Management Challenge and Opportunity 21</p> <p>Data Storage 29</p> <p>Data Integration 34</p> <p>Data Quality 40</p> <p>Measuring the Benefits of Data Management 42</p> <p>Responsible Use of Data 43</p> <p>Conclusion 51</p> <p>Additional Resources 52</p> <p>Notes 52</p> <p><b>Chapter 3 Data Visualization 53</b></p> <p>Why Are Visualizations So Important? 55</p> <p>Visualization Technology 56</p> <p>Data Handling 58</p> <p>Visualization Types 62</p> <p>Creating Powerful Visualizations 67</p> <p>Conclusion 79</p> <p>Additional Resources 80</p> <p>Notes 80</p> <p><b>Chapter 4 From Reactive to Proactive Decision Making: Advanced Analytics in Action 81</b></p> <p>Reactive to Proactive Decision Making 83</p> <p>Statistical Analysis 84</p> <p>Forecasting 91</p> <p>Predictive Analytics 96</p> <p>Optimization 100</p> <p>Machine Learning 103</p> <p>Text Analytics 104</p> <p>Making It Work—Analytics and Technology 111</p> <p>Innovations in Solution Delivery 113</p> <p>Real Time and Streaming 118</p> <p>Conclusion 119</p> <p>Additional Resources 119</p> <p>Notes 120</p> <p><b>Chapter 5 Analytics for Operations 123</b></p> <p>Operations 125</p> <p>Operations Data 128</p> <p>Advanced Analytics for Operations 134</p> <p>Workforce Planning and Optimization 140</p> <p>Queues 146</p> <p>The Impact of Queue Configuration 148</p> <p>Managing Consumer Perceptions of the Wait 152</p> <p>Benchmarking Operations Analytics Capabilities 156</p> <p>Technology and People Investments 158</p> <p>Conclusion 163</p> <p>Additional Resources 166</p> <p>Notes 166</p> <p><b>Chapter 6 Analytics for Marketing 167</b></p> <p>Marketing Data 169</p> <p>Advanced Analytics for Marketing 177</p> <p>Digital Intelligence 183</p> <p>Benchmarking Marketing Analytics Capabilities 191</p> <p>Technology and People Investments 196</p> <p>Conclusion 199</p> <p>Additional Resources 201</p> <p>Notes 201</p> <p><b>Chapter 7 Analytics for Sales 203</b></p> <p>Sales Data 205</p> <p>Advanced Analytics for Sales 210</p> <p>Statistical Analysis 210</p> <p>The Changing Landscape of Sales 212</p> <p>Benchmarking Sales Analytics 214</p> <p>Conclusion 218</p> <p>Note 219</p> <p><b>Chapter 8 Analytics for Revenue Management 221</b></p> <p>Revenue Management: A History Lesson 223</p> <p>Then Things Changed . . . 227</p> <p>Revenue Management Data 229</p> <p>Revenue Management Analytics 231</p> <p>Benchmarking Revenue Management Analytics Capabilities 247</p> <p>Technology and People Investments 249</p> <p>Conclusion 252</p> <p>Additional Resources 255</p> <p>Notes 255</p> <p><b>Chapter 9 Analytics for Performance Analysis 257</b></p> <p>Data for Performance Analysis 259</p> <p>Advanced Analytics for Performance Analysis 263</p> <p>Benchmarking Performance Analytics Capabilities 267</p> <p>Technology and People Investments 269</p> <p>Conclusion 273</p> <p>Additional Resources 273</p> <p>Notes 274</p> <p><b>Chapter 10 Analytics for Gaming 275</b></p> <p>Gaming Data 278</p> <p>Advanced Analytics for Gaming 281</p> <p>Casino Floor Revenue Optimization 285</p> <p>Fraud and Anti–Money Laundering 294</p> <p>Benchmarking Gaming Analytics Capabilities 299</p> <p>Technology and People Investments 300</p> <p>Conclusion 303</p> <p>Additional Resources 304</p> <p>Notes 304</p> <p><b>Chapter 11 Pulling It All Together: Building an Analytical Organization 307</b></p> <p>Getting Started: Well-Defi ned, Small Projects for Maximum Impact 309</p> <p>Organizing Your Analytics Department 316</p> <p>The Build versus Buy Decision 324</p> <p>Integrated Decision Making 327</p> <p>Conclusion 337</p> <p>Additional Resources 340</p> <p>Notes 341</p> <p>Appendix 1 Case Study from Infor: Analytics Opportunities in Operations 343</p> <p>Appendix 2 Case Study from IDeaS: Meetings and Events Revenue Management 349</p> <p>Appendix 3 Why Dynamic? 367</p> <p>Appendix 4 Chapter Questions 377</p> <p>References 385</p> <p>Index 389</p>

<p><b>KELLY A. M<small>C</small>GUIRE, P<small>H</small>D </b>is senior vice president, revenue management and direct marketing for MGM Resorts International, where she is responsible for driving profitable room revenue for MGM Resorts International’s Las Vegas resorts. Prior to this role, she was Vice President, Advanced Analytics for Wyndham Devstination Network. She led a team of data scientists and developers who build custom analytic solutions for Wyndham Vacation Rental’s companies and the RCI time-share exchange. Prior to joining Wyndham, she led SAS’s Hospitality and Travel Global Practice, setting the global analytics strategy for these industries, and supporting engagements around the world.

<p><i>What if</i> your organization had the ability to tap into the power of data analytics in order to become more competitive in a complex marketplace? <i>What if</i> analytics could give your company more reliable context, better direction, and stronger data interpretation? <i>What if</i> evolving short-term activity took its proper place within the long-term picture? <i>The Analytic Hospitality Executive: Implementing Data Analytics in Hotels and Casinos</i> is the resource that can help unlock value in your organization and take your business to greater heights. <p>Written by analytics and hospitality expert Kelly A. McGuire, this vital resource reveals how top-level executives can incorporate analytics into strategic management initiatives. Filled with the much-needed tools and techniques while asking the essential questions, the book demystifies this complex area, providing definitions and advice in business language. In addition, it shows how to integrate analytics into business areas across the enterprise in order to drive a more successful organization. <p>The author explores what it takes to move data analytics from a grassroots effort within a single department to a comprehensive organizational structure. McGuire shows how to select a model that is right for your organization whether it’s a decentralized model with analysts imbedded into the departments or more centralized models that put all the analysts in a group. She offers practical ideas for incorporating analytics into existing business processes as well as assisting leaders in discovering where they can drive value in their organization using advanced analytics. There are tips and tools for creating a strategic analytic culture as opposed to silos of analytic competence. <p><i>The Analytic Hospitality Executive: Implementing Data Analytics in Hotels and Casinos</i> can help to identify which data sources will provide the most value to an organization and shows how to turn that information into crucial insights that will increase the top and bottom lines.

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