digital purchase funnel

Optimize Digital Touchpoints: Attribution or Path to Purchase?

Attribution modeling vs. path to purchase analysis: What’s the difference between the two? Which model is better? The purpose of both models is to establish optimal touchpoints for consumer interaction with the brand and to achieve the best cost savings and customer experience. Attribution is ad-centric; path to purchase is consumer-centric…

Is Cruise Set to Ride the Mobile Wave?

With Apple 4s sales off to a strong start in the wake of the Steve Jobs era, use of mobile will only grow.  The travel industry, like every other, needs to understand how mobile use can best drive interest and purchases.  Within travel the cruise segment has arguably had the least success in leveraging the internet; maybe it can leapfrog other segments into mobile. To inform that potential and in