Solution Portfolio - Page 107



As another example, most online businesses focus
on analysing browsing behaviour to obtain customer
insights. But Booking.com’s Marovitz thinks that
analysing “payment behaviour” reveals more about a
customer’s actual preferences than analysing
“browsing behaviour”. For example, people often
browse hotels that are expensive but end up
booking hotels that suit their budgets.
In summary, Paul Kuykendall, Vice President of Products – Payments at Ticketmaster
conrms that ” a clear best practice is to get a better understanding of payments data,
linking payment with the lifecycle of a customer purchase, and working with good
partners to get additional data (e.g. card decline codes) and then good analytics”.
The 7 Habits Of Successful “New” Payments Leaders
Best practices and insights by industry front runner
27

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