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.”