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The Discipline of Business Experimentation

Named a Harvard Business Review "Must Read for 2016," this article explores the keys to institutionalizing data-driven decision-making at leading organizations.
The Analytics Evolution - What's Next?

The Analytics Evolution - What's Next?

In this Information Age article, APT CEO Anthony Bruce shares his perspective on top emerging trends in analytics, including Machine Experimentation™, self-service analytics, and more.

EIU Report: What to do when data contradicts gut feeling

Based on a survey of over 175 global executives and experts, this Economist Intelligence Unit report explores the increasing roles of analytics in business decision-making.
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Cross Channel Impact of Digital Ads

Measuring the Cross-Channel Impact of Digital Ads

A leading hotel company needed to determine if it should invest in digital retargeting ads. See how the company used APT’s Test & Learn software to figure out in which markets this investment was worthwhile. 

IHG Profile

APT Client Profile: InterContinental Hotels Group

A marketing executive at IHG describes how the leading hotel chain uses Test & Learn to drive consensus from franchise owners and maximize the bottom-line value of portfolio-wide and brand-specific strategies.


Using Test & Learn to Make Smarter Hospitality Investments

This white paper explores how leading hotels are using business experimentation to accurately quantify the impact of strategic initiatives.
Quantifying Guest Satisfaction

Quantifying the Value of Guest Satisfaction

Quantifying the profit impact of guest satisfaction is challenging. This whitepaper explains how APT helps leading hotels target guest satisfaction improvements to where they will drive the greatest profit impact.
Optimizing Online Initiatives

Optimizing Online Initiatives

This white paper, discusses how leading hospitality companies can refine their digital strategies - from OTA partnerships to digital ads - to maximize ROI through in-market business experimentation.
Offering Accelerated Loyalty Status

Case Study: Impact of Offering Accelerated Loyalty Status

A leading hotel chain offered advanced premium loyalty status to a subset of its loyalty and leveraged Test & Learn to measure the impact on those guests long-term spend with the brand.