Thomas Cook tracks customer web journey
Thomas Cook is deploying online business intelligence services from Site Intelligence to track activity, bookings and enquiries across its online assets. The travel company has adopted the service for its flexibility to adjust to the business's process, its in-depth reporting and the ability to generate ad-hoc reports.
Russell Gould, Thomas Cook UK and Ireland e-commerce director, says/ "Site Intelligence has been able to offer exactly what we require in terms of online business intelligence, while providing a long term solution that can grow and adapt with our changing business requirements."
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The company will use the Visitor Behaviour Information System from Site Intelligence to understand the sales cycle, based on the entire visit history. Changes to this behaviour will be able to trigger marketing interventions and site updates.
"By using their unique software, we have been able to dramatically improve our understanding and management of paid-for searches. We are able to assess the use of key words, identify significant trends and successfully monitor the performance of our bid management," says Gould.
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