In this special guest feature, Anil Kaul, CEO of Absolutdata, discusses how big data, combined with machine learning and artificial intelligence (AI) solutions, allows hotels to personalize campaigns to drive returns from individual customers rather than estimating the effects of an amenity on personas or classes of customers. Anil has over 22 years of experience in advanced analytics, market research, and management consulting. He is very passionate about analytics and leveraging technology to improve business decision-making. Prior to founding Absolutdata, Anil worked at McKinsey & Co. and Personify. Anil holds a Ph.D. and a Master of Marketing degree, both from Cornell University.