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1、SojernUncoverstheModernTraveler’sPathstoPurchaseIntroductionEngagingwithtravelersastheyplanandbooktheirtravelisanincreasinglyuphillchallenge—astoday’smodernconsumersjumpacrosswebsites,devices,andverticalsatarapidclip.AtSojern,we’vespentoveradecadeunderstandingtravelersandkno
2、wwhatmakesthemtick.Wehaveuniqueinsightsintotheirtravelbehaviorandwespecializeinusingpredictivedatascienceandtraveldatatohelpourclientsfindandengageconsumersbefore,during,andaftertheirtrips—acrossalltheirdevices.And,thankstoourrichdatascienceandindustry-leadingknowledgeofthet
3、ravelindustry,Sojerndeliversworld-classmarketingsolutionsacrossdisplay,search,Facebook,video,andmoretobuildbrandawarenessanddelivermoredirectdemandtoourclients.Inthisreportweofferalookateightpathstopurchasespanningverticals,regions,andtripmotivations.Whatemergesisagreaterund
4、erstandingofjusthowuniqueeachtravelerandtripis—andtheimportanceofhavingtheinsightsandmarketingacumentospeaktotravelersasindividuals.Thispathtopurchasereport,insteadoffocusingonwebsitevisits,looksattraveltouchpoints:everytimeatravelerhitsanewpageonline—whetheronmobileordeskto
5、p—includingsearches,bookings,IPhits,aswellashomepagevisits.Thisprovidesaclearerpictureofthepathtopurchaseassomeonemayvisitawebsiteonlyonce,butperformmultiplesearchesoncethere.Thetravelersweseeinthisprojectarerealandsoaretheiractions.Theirnames,however,arepseudonymsasSojern’s
6、dataisanonymized.Thisreportdoesnotpurporttooffertheaverageexperienceofthemoderntraveler—instead,itworkstodismissthemyththatthereisanaveragetraveler.Itembracescomplexity,offersdeepinsightsintothepathtopurchase,anddemonstratestheneedfordata-drivenmarketingatapersonalleveltoeng
7、agetravelconsumersanddelivermeaningfulresultsforthetravelindustry.SOJERN2UNCOVERINGTHEMODERNTRAVELER’SPATHSTOPURCHASETableofContentsIntroduction2PathOne:“Eric”AnAnonymousMobile-First,FamilyVacationPlanner4“Eric’s”PathtoPurchase5TurnInsightsintoMarketingActions7PathTwo:“Tony”
8、AnAnonymousSkierPlanningaCouple’sGetaway8“Tony’s”PathtoPurchase9TurnInsight
