Travelocity CMO: Proof of search is in the branding

03/16/2007 | Advertising Age (tiered subscription model)

Nearly all of Travelocity's bookings through paid searches were due to a user clicking on a branded term, with just 2% resulting from a search on a nonbranded term, according to a study conducted by the online travel site. The results confirm the need for stronger ROI for all Net marketing, Travelocity CMO Jeffrey Glueck said in a presentation at this week's Interactive Advertising Bureau-sponsored Performance Marketing Forum in Chicago.

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