The path to purchase can be challenging to map out. Take, for example, the “bleisure” traveler—someone who combines business and leisure travel. Expedia Media Solutions, the advertising arm of Expedia Inc., wanted to shed light on the complex purchase patterns of bleisure travelers to help its marketing partners understand this increasingly important segment. Incisive digital tracking from Luth Research, combined with traditional surveys, was used to tackle the issue, and the learnings can be applied to categories beyond travel.
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