Minor Hotels is an international hotel owner, operator and investor from Bangkok, Thailand, with a portfolio of over 550 hotels in 55 countries spread across Asia Pacific, the Middle East, Africa, the Indian Ocean, Europe and the Americas. When Acharee Punyashthiti joined the company six years ago as Assistant Director of Social Media and Advertising, the team had little to no insights into how their social media efforts were performing-whether their campaigns were resonating or bringing in new customers for their hotels.