Greg Dowling, Global Director of Business Insights at Glassbox joined our chat to explain how airline digital pros can really figure out what's going on in their booking funnel.  If you want to increase conversion rate, if you want to improve your digital experience - there is one thing you really need to do. You need to understand your customers, their struggles, and their key digital pain points. Greg explained how you can understand the WHY - why your customers behave in a certain way and how to use this knowledge to increase the conversion rates on your website or digital app.   You can find the full article with the key concepts, quotes, and other notes from our talk with Greg here: https://diggintravel.com/airline-digital-experience-analytics/