Lookback windows are crucial for any travel marketers attribution model, because they assist you in measuring your marketing strategy. To help you understand this concept, lets review the five Ws of lookback windows.
Where does the intermediarys relationship with the customer end and the airlines begin and what exactly is a direct booking? When you gather travel distribution execs together, inevitable discussions ensue around collaboration, emerging technologies and the power of Google and other companies including Facebook termed gatekeepers, but, a recent event sought to move the debate on a little.
Personalization: Moving Beyond the Buzzword
For the travel industry, Black Friday, Cyber Monday and the holiday shopping season have evolved from a vexing consumer distraction into one of the most important travel booking periods of the year, and the industry has expanded promotional strategies accordingly.