by Brendan Coyne, Ad News

“They could take a look at how hoteliers, retailers and travel companies are working out which parts of the chain lead to a purchase and focus their efforts accordingly, Aaron Goldman, global CMO of Kenshoo told AdNews.

The firm’s technology runs the numbers on which part of the chain led to a purchase or a booking – or other meaningful action by consumers. “It’s the glue … it connects the dots between the different channels” so that brands and businesses can see the full picture of where their business is coming from, and how it arrived at a transaction, said Goldman.”

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