Budget airline bmibaby has chosen a web analytics partner that it hopes will help it improve its e-commerce credentials and flight planning.
Choosing Nedstat, the carrier claimed to be impressed by the analytics specialist’s reporting capabilities and consultancy levels, hoping to use the firm’s behavioural analysis tools to track customer behavior and optimise user navigation. The airline is currently in a phase of expansion, planning to launch new routes such as a thrice weekly Birmingham-Warsaw service from May 2008, making the revamp of its online operations paramount.
Ian Stewart, e-commerce manager at bmibaby.com, said that "our online performance is core to our future growth strategy", adding that "our relationship with Nedstat will play an important part in this". He explained that the partnership would enable the airline to "not only track visitors across the countries in which we operate and monitor the success of campaigns, but also to provide meaningful insight into our user’s behaviour".
Steve Wind-Mozely, UK general manager at Nedstat, added that through the partnership, it is hoped that bmibaby would improve its target offers and marketing campaigns.