Attribution is how you split the credit for a booking across the different touchpoints a person hit before buying. If they saw an ad, then a metasearch site and finally came direct, deciding who gets the credit changes where you invest. A bad attribution model has you overpaying the last click and underpaying what actually created the sale.
Example A last click model hands all the credit to Google and hides the ad that started the booking.
Retargeting is showing ads again to people who visited your website but did not book. It follows the customer...
Marketing and CROCost per click is the model where you pay each time someone clicks your ad, not per booking. It is how Google...
DistributionA metasearch engine compares prices for the same hotel across several channels at once and sends the user to...
DistributionThe billboard effect is the phenomenon where showing up on an OTA also lifts the hotel's direct bookings....
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