Decision Intelligence

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The path from online inspiration to booking isn’t linear. Travel brands say measurement is all about “incrementality.”
It can take months between someone being inspired by a video on Instagram or TikTok and actually moving forward with that booking — leaving some brands struggling to connect the dots.
Just looking at click-based attribution, for instance, misses most of the impact, according to Diana Lucas, director of marketing science for North America at Meta — especially when 60% of the content consumed on Instagram and Facebook is video.
“If you’re only fo
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