Virgin Atlantic Airways has chosen Webtrends
September 6, 2006
The UK’s second largest long haul airline, Virgin Atlantic Airways, has chosen WebTrends to provide strategic focus to its online web and marketing initiatives in the extremely competitive travel industry.
By working closely with the team at Virgin Atlantic, WebTrends enabled multiple teams across the organization to get a consistent view of key performance indicators customized to their industry. Prior to implementing WebTrends, attributing revenue to marketing campaigns, promotions and web site content was simply not possible. In addition, the metrics that were provided were often conflicting due to multiple providers with differing analysis methodologies.
“At first we were relying on our marketing agencies to supply data on campaign performance. This presented its own problems in terms of the reliability, consistency and timeliness of the information we received,” said Patrick Odey. “After spending time discussing our needs with the WebTrends Best Practice Analyst we quickly learned how to track our own marketing campaigns across marketing partners and demand channels using consistent, accurate metrics based on the direct marketing standard — actual unique visitors. It was then possible to balance the success of all of our marketing initiatives against results and pinpoint where campaigns were losing prospects. Analyzing the response of different visitor segments to specific promotions and comparing their results to our overall averages has also helped us better understand our customers.”
WebTrends Best Practice Experts were able to leverage the extensive knowledge they have amassed working with leading travel organizations around the globe to further fine-tune the Virgin Atlantic web site, developing key performance indicators, dashboards and exclusive performance metrics scorecards to benchmark performance across initiatives. In addition, Virgin Atlantic was able to tie revenue to specific success events on the page, as well as easily segment its customer base to build promotions for its frequent flyer members and non-frequent flyers.
“Before this implementation, it was at best a guess as to how specific links were working and whether there were ways to optimize their success. Today we can view the page and see very clearly which links are getting the most clickthroughs and generating the most conversions. Equally, you don’t want pages that aren’t working just sitting there for months at a time,” continued Mr. Odey.
“Competition in the travel industry is particularly fierce, said Nick Sharp, vice president and general manager, WebTrends EMEA, said, “Over the years, WebTrends has amassed a wealth of experience and best practice expertise across leading travel organizations providing us a unique position to help organizations like Virgin Atlantic focus on the key performance indicators that matter, optimize their transaction funnel and segment their customers to better target their offers and marketing campaigns.”