THE HOSPITALITY industry is engaged in a game of one-upmanship: The competition gave you a free bottled water? We’ll give you free in-room Wi-Fi. You weren’t thrilled with your recent hotel’s restaurant? Here’s a coupon for ours. We even specialize in your favorite foods. To keep their competitive edge, hospitality companies are relying on various data analytics techniques that clue them into customer wants and needs. As the name suggests, these all have one thing in common: they run on data. If there is one thing that hospitality companies usually have in abundance, it’s customer data.