SnapShot's VP of Product and Partnerships, Iris Steinmetz was recently interviewed by HOTELS magazine about how the hospitality industry is lacking in analysis, not data.

David Turnbull is the Founder and COO, SnapShot GmbH and Member of the HSMAI Europe Revenue Management Advisory Board. Hailing originally from Scotland, David has spent the last 20 years working in the hospitality industry. He is a specialist in the field of hotel demand management, founding in 2006, the Revenue Management & Distribution outsource & consulting company Yeeld Solutions and since 2012, co-founder and COO of SnapShot GmbH.

The way hoteliers engage their data has come a long way in the past ten years. Technology has developed in leaps and bounds and hoteliers are more savvy than ever when it comes to utilizing digital tools. Yet it's still easy to feel intimidated by all the data and technology available. Where do you start? What kind of moves can you make that will stand the test of time?