Wolf took her time on the panel addressing the importance of setting targets and measuring performance. Key takeaways from the panel: - When setting targets, there are a lot of things to take into account, like seasonality, location, and the specific characteristics of a given property. It will vary based on a combination of factors. - The KPIs that matter to hotels are things like: the number of bookings that a hotel is able to get from digital marketing, what it costs to acquire those bookings, and how many of them you can for the right room rate. - Forecasting is incredibly important. Here at Sojern, we estimate the expected impressions to be delivered on a campaign and provide customers with a perspective on what the results will look like. Get the full story at Sojern