Delta takes flight with Omniture

Delta Air Lines, America's fastest-growing international airline, is deploying Omniture to enhance the online experience for their customers.

Using Omniture SiteCatalyst Web analytics, the leading airline will measure how customers interact with their Web site and evaluate visitor response to online marketing campaigns and promotions. With this insight into customer preferences and behaviours, Delta expects to optimise its online effectiveness and increase customer retention.

"As the airline with the most worldwide destinations, Delta has conveniently made a large number of our services available to our customers online, including reservations, itineraries, ticketing, notifications, SkyMiles award travel, promotions and many others," said Mark Krolick, managing director of marketing communications at Delta Air Lines.

"We've selected Omniture to gain the real-time insight we need to understand how our Web site and online content is resonating with our customers, allowing us to make immediate adjustments to our site structure or online promotions in order to meet our customers' needs."

With Omniture, the Delta team will be able to evaluate and report on function-specific initiatives, such as visitor response during peak travel seasons, as well as being able to create promotions based on customer activity. It will also be able to determine the most effective site navigation to make sure customers easily find the information they seek, or monitor online bookings to ensure each step of the process is clear and hassle-free.