“The last touch is dead, but we are all plagued by the last touch zombie,” Doctorow said at the MobileBeat conference in San Francisco today. He added that understanding the last touch remains important, but it’s far from the whole picture. And brands are realizing that now. When you understand how consumers, including Expedia customers, shop for flight and hotel reservations, the point is made clear. “When customers shop for a flight, they do 48 searches,” Doctorow said. Those 48 searches can take place at many different times and on many different devices. A customer might perform a search at Starbucks on a smartphone in the morning, but finalize the reservation on an iPad in bed that night. (In fact, Expedia has separate phone and tablet apps to support those very different shopping experiences). Get the full story at VentureBeat