The Search Funnel is No Funnel

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Good travel related and click funnel research, including information about how shallow Travelocity's funnel is:

I cited the authors of a 360i published study which looked at a large number of large etailers (not including Travelocity) and noted that 12% of their brand profits should be attributed to earlier nonbrand clicks. I invited the audience to do their own studies on their own circumstances. Travelocity upgraded its web analytics to VisualSciences and we finally in 2007 were able to do our own study on clickstream for the first time, and that's where the 4% figure emerged.


I have no real numbers to

I have no real numbers to disagree other than to say my 10ish years of SEO tells me that non branded search plays a bigger roll that this.

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