Data-Driven Travel Marketing

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A dynamic business environment, various digital marketing tools and the power of data are main challenges travel companies have to face. Up-to-dateness and flexibility are crucial for increasing competitiveness and surviving in the jungle of travel firms. But how can these challenges be managed? With a holistic view, business intelligence enhances data-driven decision-making, addresses challenges and brings firms to the next level. By combining data technologies with affiliate marketing, this book develops a data-driven concept for enhanced decision-making in affiliate travel marketing.