The use of algorithms to allow a computer to analyze data for the purpose of “learning” what action to take when a specific pattern or event occurs. Machine learning can take a deep dive in your guest profile data and find micro-segments of customers which you can target with tailored sales offers and promotions.
Data about data; gives information about what the data is about. This may be tagging data based on scales of privacy or confidentiality to make sure that data is protected and put to good use.
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