The analytical technology provider WhiteCross Systems is working with British Airways to carry out complex data analysis of its website usage.
B.A. has been utilising the WX/WebAnalytics service since 1st September last year in evaluation mode and has now signed an ongoing agreement. WhiteCross currently presents British Airways with a daily report on the previous day`s data so that it can gain insight into where customer traffic is coming from, identifying spikes in activity as a result of an event such as a news story about a country or a marketing campaign.
The British Airways site handles up to one million page impressions per day and visitors average 100,000 per day. The analysis reports provided on a daily, weekly and monthly basis by WhiteCross allows British Airways to identify a number of key trends. Daily analysis offers insight into the impact of specific events whereas monthly analysis can determine how site changes are affecting click-throughs or purchasing patterns.