How Airmiles Improved Site Conversions using Web Analytics

Overview

AIRMILES is the UK’s most popular travel loyalty scheme. Founded in 1988 Airmiles is also the UK’s longest running loyalty programme and currently has an impressive 8 million collectors. It is best described as a ‘frequent buyer programme’ as Airmiles are collected on everyday spending as opposed to flying frequently.

The Challenge

Airmiles operates in a highly competitive industry where its potential customers have an ever-growing number of loyalty schemes vying for their attention and countless promotions to encourage them to find the best deals online. The navigation paths and customer experience needed to be easy and intuitive to encourage repeat visits and ultimately bookings.

The Solution

SCL supplied and implemented a web analytics solution based on the Unica NetInsight software. AIRMILES worked closely with the web analytics consultants from SCL to deploy the solution. Where appropriate it was personalised for the needs of all the users within the business, especially the marketing team who actively use it for campaign management and performance analysis. The solution stores data in an open data warehouse schema and that was considered a major technical advantage as it greatly simplifies future integration with other systems. It runs on nearly any relational database and most platforms. AIRMILES deployed on an Oracle/Solaris based platform.