THERE remains a large disconnect between what a customer does online and offline, making it difficult but all the more necessary for travel consultants to know whether a customer looking at the website is the one that comes back to book later.
Daniele Beccari, head of travel products for Criteo, a digital advertising agency, commented that the travel sector generates a huge amount of data as customers rarely book straightaway.
“They make five to 10 different visits before making decisions, and leave behind information on what they’re looking for. We need the technology to work through those different signals and make the best decision (for business),” said Beccari.
Citing the example of companies that use loyalty card programmes to connect customer online behavior and offline transactions, and discount codes to track customer purchases and activities, he also commented that this could help travel sellers attribute value to various channels.
Said Beccari: “So you have to decide whether your search engine, display advertising or email campaign has contributed to sales or reservation. The most common way used is called last-click that means the last click is tracked before the reservation.”
