Qantas Airways has chosen Omniture SiteCatalyst to measure online visitor behaviour in order to ensure a positive customer experience and increase online profitability.

With the web analytics technology provided by Omniture's solutions, Qantas can identify trends in the online travel and leverage behavioral information.

"Delivering an intuitive and customer-centric online experience for our site visitors is important to us," said Qantas general manager - direct channels John Lonergan. "Implementing Omniture's technology will ensure we can understand what our customers are looking for, while also delivering the information our corporation needs to make strategic business decisions."

"Qantas handles large amounts of data -- so much data that their in-house web analytics solution was getting bogged down from the massive amounts of information it was processing. This information overload resulted in slow data processing and report creation -- limiting the company's ability to quickly address or execute online business initiatives. With Omniture, Qantas has equipped themselves with real-time data that provides granular insight into the performance of their online campaigns and effectiveness of their website," stated an official release.

With the new tie-up with Omniture, a provider of online business optimisation software, Qantas can identify the areas of their Web site that drive the most success -- and the elements that may be performing poorly. The company can also identify visitor segments according to trends in behaviour and remarket accordingly. SiteCatalyst also reveals whether or not visitors are penetrating the website effectively, and can report on offer and product performance.

Omniture is also helping Qantas drive their search marketing initiatives. Through Omniture's solutions, Qantas can measure all of their acquisition channels -- referring domains, SEM and SEO efforts, email campaigns and more. They can also determine the effectiveness of their internal search capabilities by seeing which terms result in customer conversion and address any issues related to failed searches.

"Because Qantas is the largest airline in Australia, it's critical for them to have easier ways to crunch and analyse huge amounts of data in real time to quickly create compelling offers and services to their customers," said Gail Ennis, senior vice president of marketing, Omniture.