Priceline.com Soars Above the Competition With Bing

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Executive Summary

The W Hotel, a subsidiary brand of Starwood Hotels and Resorts Worldwide, Inc., teamed with Microsoft Advertising to conduct a study on cross-channel branding. Microsoft Advertising and the W Hotel wanted to determine the incremental brand lift a W Hotel search or display campaign receives when running together with other online channels. The study focused on finding which combinations of search, display, and content ads best drove the W Hotel's brand metrics.

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