Publications
Publications
- February 2024 (Revised August 2025)
- HBS Case Collection
Travelogo: Understanding Customer Journeys
By: Eva Ascarza and Ta-Wei Huang
Abstract
Teaching Note for HBS Exercise 524-044. The exercise aims to teach students about 1) Customer Segmentation; and 2) constructing buying personas, 3) Get actionable insights from clickstream data.
Keywords
Customer Relationship Management; Analysis; Analytics and Data Science; Marketing Strategy; Segmentation; Consumer Behavior; Travel Industry; United States
Citation
Ascarza, Eva, and Ta-Wei Huang. "Travelogo: Understanding Customer Journeys." Harvard Business School Teaching Note 524-045, February 2024. (Revised August 2025.)