Please read the Data analytics dilemma at Alpen Hotel case and answer the following discussion questions: 1. Why is data analytics important to the hotel industry? 2. What challenges John encountered in developing data analytics for Alpen Hotel? How should John prioritize which challenges to address first? 3. In implementing the data analytics system at Alpen Hotel, John also encountered resistance from guests who are concerned with the security and privacy of their data. What should John do to balance out the need to collect more data from the guest and protect the data at the same time? In view of the CRM efforts, is there another way to deliver personalized service to the guest other than collecting more data from the guest