Travel marketers have to ensure that they work out ways to meet their customer wherever they want to be met. To achieve this means securing data from all channels and pulling it together into meaningful insights into a particular buyer that can be acted upon. Here are a few tips for achieving this:
· Don’t be put off by attribution: As Joachim Holte, CMO of Wego, points out attribution complicates this [assigning value to initiatives] but also gives you a better platform for decision-making, especially when you start looking at post view conversions and different attribution models). However, he also says, “there’s a balance to be had here”.
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