Alaska Air Group hires Omniture

Share this content:
Alaska Air Group hires Omniture
Alaska Air Group hires Omniture

The Alaska Air Group, the parent company of Alaska Airlines and Horizon Air, has hired Omniture, a provider of online business optimization software, to help improve its site's efficiency and effectiveness.

“Having the suite of Omniture products will give us the ability to see when customers arrive at our site and what they do on our site,” said Marston Gould, Director of CRM and online marketing for Alaska Air Group. Through Omniture's suite of Web analytics, the Alaska Air Group will be able to better understand and analyze its customer's online activities, he said.

The Alaska Air Group was previously using the Coremetrics analytics tool, which will be replaced by Omniture's tool next month, Gould said.

The air group also will utilize Omniture's targeting and testing technology to determine the best offers and Web content for its audience. The software provider also will help with automatic keyword bidding strategies and with optimizing the airline's search marketing spend.

“The benefit for us is that Omniture has a very deep knowledge of our industry. Travel is a fairly complicated business,” Gould said. Unlike retail, airlines have thousands of prices for essentially the exact same product, he said. “It's a much more complicated process.”

Loading links....
close

Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here