43 The Hotelytics platform is built on the combination of a data warehouse, which receives data from a hotel's website (Google Analytics), a hotel's paid marketing programs (Google Adwords, TripAdvisor, Yelp, Facebook, Instagram, metasearch, etc). The data is then aggregated within the data warehouse. Hotelytics then provides customer's with a web-based reporting dashboard that visualizes the data from the data warehouse, showing them a blended, normalized view of their data sources across all digital marketing channels. In addition to the platform, staff members at Hotelytics may also provide consulting services to their hotel customers to provide guidance and best practices related to the digital marketing channels they employ. Hotelytics staff members may also review invoices from other 3rd party vendors in which the hotel contracts for additional services to ensure the hotel is being accurately charged for these services by checking Hotelytics source data from the data warehouse vs. the data that the 3rd party is providing directly. Lastly, Hotelytics staff members may assist hotel clients with reviewing 3rd party vendor contracts and advising on topics related to payment terms, performance measurement, and performance reporting methods to ensure these contracted vendors are providing fair and transparent pricing, invoicing, and performance measurement over time
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