Effective use of information

The difference in how airports are able to deal with their complexity is directly related to how well they manage and use information. In the words of the head of IT of a major European airport "It is not about measuring, it is about the use of information."

This reminds me of a discussion with an executive of an airport retailer. I had thought that they differentiate themselves from competitors by their shop concepts, by the range of products or in its collaboration with its brand and airport partners. Yet, he told me that the way they collect and use data about airport customers made the difference. Based on business intelligence they would know what to offer, when and where. Their key asset was not logistics but information about their customers.

What about airports and their knowledge about their customers? How well do airports use their information?