• by Tyler Loechner  @mp_tyler, November 4, 2013

Theoretically, Big Data and improved targeting give the little guy just as good a chance of reaching their customer at the right time as the big guy.

Denihan Hospitality Group, owner and operator of 14 boutique hotels across the U.S., will be trying to do just that.

The company today announced that it will be using IBM's Big Data and analytics technologies to compete with big brand hotels. The company will use personalized offers to try to connect with potential customers.

"Every company has massive amounts of data," stated Menka Uttamchandani, Denihan's vice president of business development. He added that the important part "is what one does with that data."

Denihan has been working with IBM's analytics technology and Big Data, and the company claims to have seen a 30 times increase in ROI in a campaign that tailored marketing for their most valuable guests.

The hotel company says it uses IBM's Big Data to sift through customer information such as feedback, room price, length of stay, etc. From there, the company tries to understand why customers choose their hotels and why they choose to return, and they can fine-tune existing campaigns based on that data.

“Nearly every organization is looking at how to manage Big Data to stay competitive,” stated Erick Brethenoux, Director Business Analytics, IBM.