Successful data analysis starts with understanding what each different piece of data is for and how it flows. Hotels not using data analytics to make channel management decisions are basically leaving money on the table,” says Anil Kaul, CEO of Absolutdata, a data analytics consulting firm. A great place to start: collecting clean, quality data and processing it into a single-source system to generate useful insights. Think carefully about all of the data points on the hotel server and how the information creates an overall picture of customers and OTAs.