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

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      <subfield code="a">How 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</subfield>
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