Mobile Marketing Waves

The fiercely competitive travel space has a new battleground - the app environment. Offering more possibilities but also greater challenges, particularly related to mobile measurement and analytics. In this edition of Mobile Marketing Waves, we spoke with David Yithzaki, the marketing director at Last Minute Travel. David shared some great insights on campaign optimization, while suggesting which in-app events to measure, and what it takes in general to maintain a successful travel app.