Qantas Airways Ltd., a long-distance airline, has chosen Omniture SiteCatalyst to measure online visitor behavior in an effort to ensure a positive customer experience and increase online profitability.
Omniture SiteCatalyst is a Web analytics solution from online business optimization software provider Omniure Inc., Orem, UT. The product can identify trends in the competitive world of online travel and leverage behavioral information to ensure a positive customer experience.
As a world leader in the travel industry, Sydney, Australia-based Qantas handles large amounts of data-so much that their in-house Web analytics system was getting bogged down from the amount of information it was processing. This information overload resulted in slow data processing and report creation, limiting the company’s ability to quickly address online business initiatives.
With Omniture, Qantas has equipped themselves with real-time data that provides granular insight into the performance of their online campaigns and effectiveness of their Web site.
Additionally, through the information generated by SiteCatalyst, Qantas can identify the successful areas of its site and those that may be performing poorly.
The company can also identify visitor segments according to trends in behavior and remarket accordingly. SiteCatalyst also reveals whether or not visitors are penetrating the site effectively, and can report on offer and product performance.
Omniture is also helping Qantas drive its search marketing initiatives. Through Omniture’s solutions, Qantas can measure all of its acquisition channels-referring domains, search engine marketing and optimization efforts, e-mail campaigns and more. The company can also determine the effectiveness of their internal search capabilities by seeing which terms result in customer conversion and address any issues related to failed searches.