Holiday group extends business intelligence services

A major travel group has renewed its existing e-commerce analytics and business intelligence services contract and expanded it group-wide. Thomas Cook Group is rolling Site Intelligence across key brands including Neilson Holidays, Fly Thomas Cook and Gold Medal.

The deal will see Site Intelligence providing web analytics and reporting alongside performance management reporting to each of the companies in the group across UK and Ireland. As a result, Thomas Cook will be centralising measurement of all group companies around a standardised set of metrics.

Rochelle Parkinson, performance and optimisation manager at Thomas Cook Group, says: “Consolidating the Thomas Cook Group e-commerce analytics and business intelligence will enable us to measure and compare each business much more effectively. The segmentation provided by Site Intelligence Panorama allows us to provide our customers with the holidays they are interested in as soon as they visit our site and will enable us to suggest suitable alternatives based on their preferences as a valued customer.”

The solution delivered by Site Intelligence retains all online activity for group companies over a two-year period in an open, flexible data warehouse. Thomas Cook is then able to analyse the performance of each sales channel using common measures. It also allows the business to integrate online and customer data to enhance personalisation.

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