travis: fix skipping tagged releases

When building a PR, TRAVIS_BRANCH refers to the *target branch*.
Therefore, if a PR targets `master`, and `master` happened to be tagged,
we skipped the build by mistake.

Fix this by using TRAVIS_PULL_REQUEST_BRANCH (i.e. the *source branch*)
when available, falling back to TRAVIS_BRANCH (i.e. for CI builds, also
known as "push builds").

Let's give it a new variable name, too: CI_BRANCH (as it is different
from TRAVIS_BRANCH). This also prepares for the upcoming patches which
will make our ci/* code a bit more independent from Travis and open it
to other CI systems (in particular to Azure Pipelines).

Signed-off-by: Johannes Schindelin <johannes.schindelin@gmx.de>
Signed-off-by: Junio C Hamano <gitster@pobox.com>

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