A primer on siftware: warehousing, marting, and mining hospitality data for more effective marketing decisions.

Abstract Advances in technology are making it easier for hospitality marketers to easily amass vast amounts of data in a central data warehouse or data mart. From these stores, they can then mine data for more effective business decisions. The software associated with data mining, often called siftware, is critical to the successful use of this new technology. This article presents a primer for understanding siftware and for gaining a better appreciation of its potential in hospitality marketing.