Thomas Cook selects Site Intelligence analytics

Site Intelligence has been selected as the group-wide supplier of e-commerce analytics and business intelligence for Thomas Cook Group.

The company will deliver traditional web analytics and reporting as well as group-wide business performance management reporting to each of the Thomas Cook Group companies throughout Thomas Cook UK and Ireland.

The appointment will enable Thomas Cook to centralise its measurement of all the group companies using the same metrics; it will provide a simplified system to compare the different business areas and ensure the business is operating efficiently.

The Site Intelligence solution will provide an enhanced business intelligence service based on the recently released Site Intelligence VBIS 6.5 as well as group-wide analysis of key business performance measures using VBIS Panorama.

VBIS Panorama will allow the Thomas Cook marketing team to effectively measure and manage the efficiency of the business by enabling the direct comparison of each attraction mechanism with the site and to determine the key influences in progression and conversion of visits.

The detail provided by VBIS Panorama's active segmentation of unique visitors enables Thomas Cook to manage the targeting of campaign spend more effectively, building a detailed picture of the effect of each campaign on specific segments of valued Thomas Cook customers.

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