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More travel companies 'should turn to web analytics'
08/03/2011
A survey has shown that while many travel organisations understand the importance of the internet, few are doing enough to monitor the customer experience online.
Many travel companies are failing to make use of tools such as web analytics to help improve the customer experience online, it has been claimed.
Triometric carried out a survey at the Travel Technology Europe exhibition last month, which revealed that 99 per cent of professionals in the industry believe the internet will be an important driver for growth this year.
However, while many of those questioned acknowledged that problems on a website can lead to a loss in revenue, few are taking steps to monitor their performance in this regard, including making use of web analytics tools.
Jonathan Boffey, business development director at Triometric, commented: "These businesses could face large revenue losses if they are not able to monitor performance down to a customer transactional level."
But it is not only those in the travel industry who are considering the importance of web analytics.
Research carried out by the Interactive Advertising Bureau in the US revealed that many working in the advertising industry are unsure about how to use basic web analytics tools and would like more training in this area.
Posted by Alexander Horton-Smith
Triometric carried out a survey at the Travel Technology Europe exhibition last month, which revealed that 99 per cent of professionals in the industry believe the internet will be an important driver for growth this year.
However, while many of those questioned acknowledged that problems on a website can lead to a loss in revenue, few are taking steps to monitor their performance in this regard, including making use of web analytics tools.
Jonathan Boffey, business development director at Triometric, commented: "These businesses could face large revenue losses if they are not able to monitor performance down to a customer transactional level."
But it is not only those in the travel industry who are considering the importance of web analytics.
Research carried out by the Interactive Advertising Bureau in the US revealed that many working in the advertising industry are unsure about how to use basic web analytics tools and would like more training in this area.
Posted by Alexander Horton-Smith