To generate brand loyalty and recognition, travel brands need to use their customers data in a way that generates obvious value for the shopper. Today’s users won’t accept giving away their data without a benefit – even if it’s done in a GDPR compliant way. Listen to your users. Being respectful means understanding the detailed information they are trying to give away and reacting individually with the most relevant service. This is what customers expect from a good brand. It’s more than putting their name in a generic or segmented emailing. Retargeting has been around for several years. But innovation in this field has been slow, and sloppy retargeting methods are annoying. Using real-time user profiling of live user sessions enables a far more intelligent retargeting which supports users with individually relevant information and recommendations – while significantly increasing the ROI on each interaction for the travel brand. Get the full story at The Drum