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How to serve today's digital traveler : travel went digital a long time ago, but the digital customer isn't standing still

Recurso electrónico / Electronic resource
MARC record
Tag12Value
LDR  00000cam a22000004b 4500
001  MAP20190000772
003  MAP
005  20220911211500.0
008  190109s2018 usa|||| ||| ||eng d
040  ‎$a‎MAP‎$b‎spa‎$d‎MAP
084  ‎$a‎921.8
1001 ‎$0‎MAPA20160010114‎$a‎Dichter, Alex
24510‎$a‎How to serve today's digital traveler‎$b‎: travel went digital a long time ago, but the digital customer isn't standing still‎$c‎Alex Dichter
260  ‎$a‎New York‎$b‎McKinsey & Company‎$c‎2018
300  ‎$a‎4 p.
4900 ‎$a‎Travel, transport & logistics practice‎$v‎December, 2018
520  ‎$a‎How do consumers interact with online and digital channels in the travel sector? How are these interactions changing? To find out, we studied crossdevice clickstream data from the US online-shopping panel of Verto Analytics. Clickstream data can be fascinating but also a bit misleading and distracting, since consumers often look at things they don't intend to buy, become confused, or simply lose their way. Nonetheless, clickstream data sets with sufficiently large sample sizes do provide an interesting view of behavior and can generate meaningful insights. The insights were uncovered by researchers who looked at the data from three standpoints. First, wearing the data scientist's hat, they analyzed each individual customer journey, asking, What are the data saying?. Then, wearing the psychiatrist's hat, they formed hypotheses about the forces currently driving consumer behavior. Finally, donning the consultant's hat, they offered perspectives on how suppliers and intermediaries ought to respond
650 4‎$0‎MAPA20080583408‎$a‎Agencias de viajes
650 4‎$0‎MAPA20080568641‎$a‎Digitalización
650 4‎$0‎MAPA20080593315‎$a‎Sectores económicos
650 4‎$0‎MAPA20080578848‎$a‎Análisis de datos
650 4‎$0‎MAPA20120009110‎$a‎Web móvil
650 4‎$0‎MAPA20080545628‎$a‎Turismo
651 1‎$0‎MAPA20080638337‎$a‎Estados Unidos
7102 ‎$0‎MAPA20080442569‎$a‎McKinsey & Company