Social and Behavioral Sciences Commons^™

Managing Data-Driven Change: A Model Of Unintended Deviation, Sang-Mun Ray Cho

UNLV Theses, Dissertations, Professional Papers, and Capstones

Data-driven change in hospitality gaming is desirable because of the opportunities to leverage untapped sources of rich and abundant marketing data. However, change has been difficult to implement as indicated by a lack of widespread adoption. Some have attributed these difficulties to cultural, structural, and other generic factors but these explanations fail to explain the root dynamics of data-driven change.

In this dissertation, it is theorized that data-driven change requires a particular form of social interaction, which are called analytical bonds (AB). The suggestion was that there is a sender of an analytic deliverable and a receiver that makes a …