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Collecting data effectively and using it intelligently can have a transformational effect on hospitality businesses. A huge advantage to businesses that take a digital approach is the amount of customer data at their disposal that provides them with vital insight into their customers’ purchasing habits and helps them target them more effectively with marketing campaigns. Prask Sutton, founder and CEO at Wi5 says the huge amount of data collected by mobile payment systems alone is already being used by operators to great effect. “Even something as basic as seeing which popular things are ordered together can help operators increase average transaction values by offering add-ons and creating offers,” she says. ....