Sudhir Menon, Vice President of Enterprise Information Management on Hilton’s innovation/renovation journey to create data as an enterprise asset .The data framework using HortonWorks Hadoop as the platform is the single source and repository for any enterprise-class data for reporting, analytics and data science. To achieve this transformation and levarage data as a true enterprise asset, we focused on a roadmap with 3 major objectives: • API based delivery of data enabling real-time use • Decommissioning legacy tools/environments • Managing the data architecture for all IT investments in a Big Data model with scalability over years Platform and framework to accomplish this roadmap include: • Repository of ‘master’ data • Real-time processing of data for the enterprise • Best-in-class BI tools to analyze and visualize data • Data science tools to identify underlying trends in data Our VISION We enable travel & hospitality market disruption through data & analytics innovation Our MISSION We drive Hilton’s performance with actioned, integrated insights, through market-leading, differentiated expertise and continuous innovation. Our STRATEGy 1. Create an aspirational and unrivaled hospitality Data & Analytics team that attracts the best talent 2. Become a trusted strategic business partner, driving untapped incremental value. 3. Provide timely access to quality data and innovative solutions.

1. ENTERPRISE DATA & ANALYTICS
Sudhir Menon
Vice President
Enterprise Information Management

2. THE DATA&ANALYTICSTEAM
ENTERPRISE DATA & ANALYTICS
We had to unite the new team around a common, co-created north star…
VISION
We enable travel & hospitality market disruption through data & analytics innovation
MISSION
We drive Hilton’s performance with actioned, integrated insights, through market-leading, differentiated expertise and continuous
innovation.
STRATEGIES
1. Create an aspirational and unrivaled hospitality Data & Analytics team that attracts the best talent
2. Become a trusted strategic business partner, driving untapped incremental value.
3. Provide timely access to quality data and innovative solutions.

3. EVOLUTION
ENTERPRISE DATA & ANALYTICS
today
tomorrowSILOED
MANUAL
HIGH-TOUCH
LATENT
TACTICAL
REACTIVE
INTEGRATED
AUTOMATED
SELF-SERVICE
ACTIONABLE
STRATEGIC
PREDICTIVE

4. 5 THINGS WE MUST GET RIGHT
4. Data Science Capabilities
Establish an advanced forward-looking analytics capability that identifies untapped value.
5. Action From Insights with Data at its Core
Raise overall analytics acumen and develop a culture of fact-based decision-making
3. Simplified Reporting
Define the art of the possible, then enhance and simplify reporting with the ability to consume more
information faster
1. Fit For Purpose Technology
Build a technology foundation for data to be used as a highly valuable asset at all levels in the organization
2. Trusted Data
Streamline processes for creating, cleansing, gathering, and using data.
ENTERPRISE DATA & ANALYTICS

5. COE LEVELS OFANALYSIS
ENTERPRISE DATA & ANALYTICS
3. Advanced Analytics
”How Did It Happen?”
1. Self Service/ Basic
Analysis
“What Happened?”
4. Signature Projects
powered by Data Science
“What Will Happen Next?”
2. Ad Hoc Reporting/
Analysis
“Why Did It Happen?”

6. OUR JOURNEYSO FAR
REPORTING WORKSTREAM
We started in Q4 2016, and are now moving into implementation…
PHASE 1: OPERATING
MODEL & LEADERSHIP
ALIGNMENT
PHASE 2: DESIGN & BUSINESS
READINESS
PHASE 3: Mobilization & Sprint 1
PHASE 4: Sprints
2+
Current State Assessment, Strategy
Development & Quick Wins Blueprint Design
Nov – Dec 2016 Feb – Oct 2017
Agile Sprints to Build, Test, Train and Deploy CoE
Services
Oct – Apr 2018 Apr 2018 +

7. ENTERPRISE DATA&ANALYTICS PROGRAM
COMPONENTS
ENTERPRISE DATA & ANALYTICS
OPERATING MODEL
REPORTING/
DASHBOARDS
TECHNOLOGY & DATA
MANAGEMENT
DATA SCIENCE
SIGNATURE PROJECTS

8. DATA, REPORTING &ANALYTICS
ENTERPRISE DATA & ANALYTICS
PHASE CUSTOMERS DATA DOMAINS REPORTING
1
• Revenue Management
• C-Suite*
Incremental (3): Competitive Intelligence,
Pricing & Inventory, RM Systems
Today
380
Standard &
Ad-Hoc Reports
Tomorrow
40-80
Reports, Dashboards,
Apps
2
• Honors
• CRM
Incremental (1): Guest
60
Standard &
Ad-Hoc Reports
10-20
Reports, Dashboards,
Apps
3
• Corporate & Brand Marketing
• Regional Marketing & eCommerce
• Digital
Incremental (2): Digital Products,
Marketing
160
Standard &
Ad-Hoc Reports
30-50
Reports, Dashboards,
Apps
4
• Sales
• HRCC
Incremental (3): Call Center Transactions,
Guest Experience, Sales (Accounts)
180
Standard &
Ad-Hoc Reports
20-40
Reports, Dashboards,
Apps
5
• Partnerships
• Brands
Incremental (3): Guest Experience,
Owner, Product Quality
30
Standard &
Ad-Hoc Reports
5-15
Reports, Dashboards,
Apps
n..
Customer Insights, Product Management,
Development, Feasibility, Owner’s Intelligence,
F&B, Strategy, Operations, Ops Finance,
Investor Relations, FP&A, Risk Management,
Treasury, HSM, HR, GBCS Finance, Legal, IT,
Corp Affairs, Accounting
Incremental (9): Accounting,
Development, Human Resources (People),
Market Intelligence, Ops Finance,
Procurement
140
Standard &
Ad-Hoc Reports
40-70
Reports, Dashboards,
Apps

9. DATA, REPORTING &ANALYTICS - PHASES
ENTERPRISE DATA & ANALYTICS
Oct
17
Nov
17
Dec
17
Jan
18
Feb
18
Mar
18
Apr
18
May
18
Jun
18
Jul
18
Aug
18
Sep
18
Oct
18
Nov
18
Dec
18
Jan
19
Feb
19
Mar
19
Apr
19
May
19
Beyond…
Mobilization
Phase 2
Phase 3
Phase 4
Phase 5
Phase
n…
Mobilization
Mobilization
Mobilization
Mobilization
Mobilization
Go Live
Go Live
Go Live
Go Live
Go Live
Phase 1

10. DATA WORKSTREAM

11. DATAVISION: PROACTIVE DATAMANAGEMENT
DATA WORKSTREAM
Proactive Data Management
People &
Organization
Process
& Standards
Data Model Technology
Create a governance
organization that drives
accountability for
data and supports
proactive data
management.
Establish standards and
processes to proactively
ensure the quality of
data.
Develop the right data
model that will drive
improved insights
for expedited decision-
making
Enable the right
supporting
technology to drive
the data supply chain.
Our approach will require addressing four key components.
The vision for Hilton is to make the required data available at the right time for effective decision-making.

12. DATA&ANALYTICS COE: DATAMANAGEMENT
DATA WORKSTREAM
Hilton’s new CoE will focus on four key data management disciplines, while coordinating with IT to supply data for business consumption.
DATA QUALITY
MANAGEMENT
META-DATA
MANAGEMENT
MASTER DATA
MANAGEMENT
Apply quality management
techniques to
proactively measure,
assess, and improve
the fitness of data for use.
Apply a proactive framework to
provide context to data.
What’s the common business
term? Where is the data sourced
from? How has it been
transformed?
Ensure consistency with a
single version of the
truth across Hilton.
DATA GOVERNANCE
The framework and operating model for driving data management through accountability.

13. DATAMANAGEMENTAPPROACH
DATA WORKSTREAM
Our approach to implementing data management across data domains is business-led, focusing on the data that supports business priorities.
Guiding Principles Approach
Enterprise-
Critical Data
Correct at the
Source
Business-
driven
Reporting-
driven
Proactive vs.
Reactive
Focus on data most critical to the enterprise; data that drives
metrics and reporting
The business will be responsible for providing and/or validating
data management requirements
Apply heavy resource support to automating data management
with a long-term goal to shift resource allocation to analysis
Hilton will correct data at the source, and transform downstream
only where business rules are defined by the business
Reporting requirements will drive data prioritization; aligned with
the sprints to roll-out our new org
Strategy &
Planning
Prototype &
Execute
Automate &
Monitor
• Validate business
strategy & objectives
• Align on key data
sources required and
critical data elements
• Develop action plan
around process &
standards, data model,
and technology
• Identify resources
and mobilize SWAT
teams
• Implement the
required standards and
processes around data
quality, meta-data and
master data
• Evaluate how the
new data sources fit
into the data model for
analytics & implement
• Work with IT to
ensure the right
enabling technology
and integrations are in
place
• Refine and revisit
objectives and
implemented solutions
• Execute ongoing
monitoring and
governance for each
data set
First we will establish a data owner and data steward for each
data domain, then we will apply the following process to each
data domain, using agile principles.

14. ENTERPRISE INFORMATION MANAGEMENT –
CURRENT STATE
DATA WORKSTREAM

15. THANK YOU
ANY QUESTIONS?