Thomas Cook appoints Site Intelligence – press release


Site Intelligence has been chosen as the group-wide supplier of e-commerce analytics and business intelligence for Thomas Cook Group. The win means that Site Intelligence will retain its position as supplier of ecommerce analytics to Thomas Cook and has extended its services across key brands in the Thomas Cook Group such as Neilson Holidays, Fly Thomas Cook and Gold Medal.



Site Intelligence 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.



This 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 the new Site Intelligence solution VBIS Panorama.



VBIS Panorama is an innovative new product which allows the Thomas Cook marketing team to effectively measure and manage the efficiency of the business by enabling the direct comparison of each attraction mechanism to 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 far more effectively, building a detailed picture of the effect of each campaign on specific segments of valued Thomas Cook customers.



Rochelle Parkinson, Performance & Optimisation Manager at Thomas Cook Group, comments: “Consolidating the Thomas Cook Group e-commerce analytics and business intelligence will enable us to measure and compare each business much more effectively. The segmentation provided by Site Intelligence Panorama allows us to provide our customers with the holidays they are interested in as soon as they visit our site, and will enable us to suggest suitable alternatives based on their preferences as a valued customer.” She continues: “We were really impressed by the Site Intelligence solution and level of support the team provides; we are really looking forward to working with them.”



The Site Intelligence solution retains all online activity for Thomas Cook and each of its group companies over a two year period in an open and flexible data warehouse. This enables Thomas Cook to analyse in detail the performance of each sales channel with complete confidence that the same measures are being applied across each of the group companies and in all areas of the business. The flexibility of the Site Intelligence solution also allows Thomas Cook to integrate its online business and customer data in order to enhance personalisation at every consumer touch point.



This appointment follows the announcement that Thomas Cook is to launch a major nationwide push to promote its sponsorship of the London 2012 Olympic Games. The travel company has signed a cash deal with the London Organising Committee of the Olympic and Paralympic Games (LOCOG) to become a tier two sponsor and exclusive provider of short breaks that will include accommodation, transport and event tickets to the Games.



David Pool, commercial director, Site Intelligence, comments: “We’re delighted to be helping Thomas Cook Group in the run up to the Olympics. This is an important win for us and will enable us to use our extensive experience in the travel sector to help Thomas Cook drive business growth.”

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