Orbitz Cruises on Clickstream Analysis
Page 1 of 1
Orbitz, the online travel agency founded by American, Continental, Delta, Northwest and United airlines, will utilize Informatica Corporation's eSite analytic application to enhance customer satisfaction.
Orbitz experienced customer service problems when it was launched, due to overwhelming demand and traffic. Customer relationship management (CRM) solutions, such as the clickstream analysis application eSite represent Orbitz's commitment to its online community.
"In any online business, understanding the differences in customer behavior and needs in various markets and geographic regions can be critical to an organization's success," said Sanjay Poonen, vice president and general manager, Informatica Applications. "Companies like Orbitz can use online analytics to their competitive advantage by analyzing customer behavior and then tailoring marketing campaigns to attract new customers while also improving customer loyalty and retention."
Analyzing clickstream information can help companies determine what are the most commonly viewed pages; which affiliate sites drive the most traffic; how long certain pages are viewed; and what search terms are most used. Informatica eSite is an analytic application that enables companies to integrate clickstream data with other key information from across the enterprise in order to analyze and improve the effectiveness of their Web channels. Available as a standalone product outside of the larger Informatica eCRM application, Informatica eSite can help companies grow their online businesses by transforming the enormous volumes of clickstream data generated from their Web sites into valuable insight. eSite is now available with pricing starting at $170,000.
Founded in 1993 and headquartered in Redwood City, Calif., Informatica delivers enterprise analytic software to more than 1,300 global customers. Client list includes 3Com, AMD, American Airlines, BMW, Borders Group, Chevron, Cisco, CNET, the Department of Justice, Deutsche Bank, eBay, General Electric, Hewlett-Packard, MetLife, Motorola, Philips, Polo Ralph Lauren, Sprint, UBS and the U.S. Postal Service.