Google study: Online travel purchases by channel, steps taken and time period
With customer buying behavior constantly evolving, online travel brands are constantly tuning their approach towards purchase patterns and other factors.
Google has analyzed about 36,000 Google Analytics accounts (that have enabled ecommerce tracking) to understand the role played by various online channels towards shopping/booking decisions. Also, the study focuses on the correlation between purchase order value and number of days/steps.
The study plots data for 11 industries including travel, retail, finance, health and media. Users can also view the report data for seven countries – US, UK, Japan, Brazil, Germany, France and Canada.
Marketing channels vs Online purchase decision
In the entire purchase path of a customer, marketing channels like email, display ads, paid search ads, social media, and direct visits add various value to the customer at various stages.
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