"“The forward-leaning hotel companies are investing in a shift from transactional-based data to event-based data.”

Chris Silcock, CCO, Hilton Worldwide

But unless you can also access the transactional data and join it with event based data you cannot gain the context to extract the true value of data.

It is shocking how little data enterprises can access, never mind analyse. Typically less than 20%.

Joining structured and unstructured data is a vital first step to digital transformation, better customer UX and adopting AI.