A multinational hotel chain has been implementing analytics digital marketing to its customers. However, the responses to the digital campaigns have not

been favorable, and the revenue generation has not

been as expected. Currently, they are trying to solve

this problem by focusing on similar campaigns that

use the same promotional content, and changing

these campaigns to suit the specific tastes of the consumers in each nation. Discuss how business analytics can be utilized by the hotel management in this

scenario. What is the data required to facilitate good

decisions?