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Bruni, A., Cassia, F., & Magno, F. (2017). Marketing performance measurement in hotels, travel agencies and tour operators: A study of current practices. Current Issues in Tourism, 20(4), 339-345. DOI: 10.1080/13683500.2014.982521
Discuss the above article in light of Shalabh Kayastha’s presentation in class (make reference to his presentation) i dont have his presentation but information about what he does will be given . Explain the benefits for an organization to put in a business-intelligence system to guide managers towards success (also read https://blog.marketresearch.com/10-ways-business-intelligence-can-improve-your-organization).
As a result of question 1, write a one-page business Memo to the General Manager of the organization you selected for Project 2( air canada centre) to convince him/her to implement (a) a marketing performance dashboard and (2) a strategy to change company culture regarding data analytics. Make sure to list a minimum of 6 KPI that are relevant to your business.