Thomas Cook has signed up Site Intelligence to provide its online business intelligence in order to track all web activity, bookings and enquiries. The company chose Site Intelligence for three main reasons: its ability to work with Thomas Cook’s very specific concepts and business processes; its in-depth reporting capabilities; and the ability to pull off ad hoc reports on any number of subjects at the touch of a button.

Thomas Cook, one of the UK’s largest travel companies, will be able to use Site Intelligence’s Visitor Behaviour Information System (VBISTM) to understand the consumer sales cycle. The pioneering travel company was the first in the UK to implement a campaign management process based on a customer’s entire visit history, with VBIS being integral to this.

The Site Intelligence software will enable the team at Thomas Cook to ask any question, interrogate past data and draw off ad hoc reports quickly from current data. This means that the team will be able to analyse changes in their customer activity and act swiftly on their findings. This ad hoc reporting is something that ASP providers aren’t able to do and is what really stands Site Intelligence apart from its competition.

Russell Gould, Thomas Cook UK & Ireland e-commerce director comments: “Site Intelligence has been able to offer exactly what we require in terms of online business intelligence, whilst providing a long term solution that can grow and adapt with our changing business requirements. By using their unique software we have been able to dramatically improve our understanding and management of paid for searches. We are able to assess the use of key words, identify significant trends and successfully monitor the performance of our bid management.”

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Published on: 12:00AM on 9th June 2008