London: Online Travel Corporation (OTC), the UK's leading online travel supplier and retailer, has signed a deal with WebAbacus, the London-based behaviour analytics expert, to adopt WebAbacus’ web analytics solution.
The solution, for the first time, allows OTC to monitor traffic in detail across its top 30 websites. This enables the company to consolidate extensive information on the behaviour and booking patters of site visitors.
WebAbacus software combines behaviour data from 20 web servers, delivering a range of dynamic and customisable reports that focus on the behaviour of key audience groups, such as those visitors responding to online marketing. This helps OTC to build a detailed picture of visitor behaviour patterns, allowing the effectiveness of different product offerings, site features and drive-to-site activities to be assessed.
OTC owns and powers more than 80 websites, collectively accounting for over 2m users a month. The company's own-brands include Bargainholidays.com, the UK's leading package holidays website and Onlinetravel.com, the fastest growing independent travel site. The company also provides travel content and fulfilment services to over 80 leading online forces. Through its partner sites, including BT Openworld, Priceline, Virgin.net, The Telegraph and Tiscali, the company has access to a potential customer base of over 1.6m online users.
David Norris, Production Manager at OTC said, 'We can now analyse the behaviour of more than 1.6 million unique users a month, giving us a rapid understanding of who is doing what on our various sites. This is enabling us, for example, to gauge the levels of interest for special offers - letting us work out the prime position for different promotions and helping us to forecast response to future offers.'
OTC is now planning to use WebAbacus for what Norris calls 'real-estate analysis' where the company will map the success of different links on key pages, such as the home page, to identify which link placements are most effective at driving traffic through the site.
Norris added: 'WebAbacus has allowed us to better understand the behaviour of visitors to our sites. You may think you are a web traffic expert, but in many ways you are only as good as your raw data and the tools you have in place to interpret it.'
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About Online Travel Corporation (OTC)
Online Travel Corporation plc (OTC) is the UK's largest online travel supplier/retailer, owning and powering websites with over 1.6m users a month.
Sites include Bargainholidays.com, the UK's leading package holidays website; Onlinetravel.com, the fastest-growing independent travel site; top ferry holidays site Ferrybooker.com and leading hotel-only booking website All-Hotels.com.
OTC provides travel content and fulfilment services to over 80 leading online forces. Through its partner sites, including BT Openworld, Priceline, Virgin.net, The Telegraph and Tiscali, the company has access to a potential customer base of over 16m online users.
In October 2001 the company launched Build-Your-Own (BYO), the market's first-ever solution enabling customers to tailor-make package deals online by combining flight and accommodation options.
OTC is quoted on the Alternative Investment Market (AIM) of the London Stock Exchange. Additional information is available at Onlinetravelcorporation.com (www.onlinetravelcorporation.com).
WebAbacus’ highly flexible and powerful online behaviour analysis software is the product of choice for organisations who are serious about improving the service they deliver to their customers by understanding their online behaviour. Now in its fourth release, WebAbacus software is in use at companies across the world, including Volkswagen, TNT, Online Travel, Confetti, Screwfix, Haymarket, Centaur Communications, IDeA and Ocado.
For more information about WebAbacus, visit www.webabacus.com.
For further information please contact:
Tel: +44 (0) 207 968 4949
Fax: +44 (0) 207 968 4950
Published on: 12:00AM on 20th January 2004