WhiteCross Analyses BA Site Trends

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.