Delta Air Lines has selected Omniture, a provider of online business optimisation software, to enhance the online experience for their customers. (7/25/2007)
Using Omniture SiteCatalyst Web analytics, Delta will measure how customers interact with their website and evaluate visitor response to online marketing campaigns and promotions. With this insight into customer preferences and behaviour, Delta can continuously optimise their online effectiveness and increase customer retention.
“As the airline with the most worldwide destinations, Delta has conveniently made a large number of our services available to our customers online, including reservations, itineraries, ticketing, notifications, SkyMiles award travel, promotions and many others,” said Mark Krolick, MD - marketing communications, Delta Air Lines.
“We’ve selected Omniture to gain the real-time insight we need to understand how our website and online content is resonating with our customers, allowing us to make immediate adjustments to our site structure or online promotions in order to meet our customers’ needs,” said Krolick.
Delta chose Omniture as their web analytics partner for SiteCatalyst’s reporting flexibility after an extensive evaluation of several web analytics providers. With Omniture, the Delta team can evaluate and report on function-specific initiatives.
For example, Delta can measure visitor response during peak travel seasons and create promotions based on customer activity. Delta can also determine the most effective site navigation to make sure customers easily find the information they seek, or monitor online bookings to ensure each step of the process is clear and hassle-free.