Published on 20-Feb-2012
"Having strict deadlines and limited internal resources to progress the implementation, we were assured that IBM Coremetrics Client Services would provide the guidance we needed to ensure successful implementation. Now that we have gone live with Coremetrics, we can confidently say that our experience was very positive. Coremetrics has a structured, milestone-based approach along with a solid, easy to follow tagging methodology and stringent quality control that got us off the ground very quickly" - Veronica Brown eCommerce Commercial Manager Virgin Atlantic Airways
Virgin Atlantic Airlines
Travel & Transportation
EMM - Digital Marketing Optimization, Smarter Commerce, Smarter Marketing
In 2008 we operated a pioneering biofuel demonstration with Boeing and engine manufacturer GE Aviation on a 747 between London and Amsterdam. This was the world's first flight using biofuel by a commercial airline. Virgin Atlantic has also ordered 15 of the 787-9 Dreamliners which burn around 27% less fuel per passenger than the A340-300, the aircraft it will replace in the Virgin Atlantic fleet.
The client, a major airline, was strugglingwith an existing and difficult to use webanalytics system. They expected an efficiently, expertly and effectively implemented web analytics solution
The company engaged IBM®Coremetrics®services teams tooptimize tagging, improve their KPIs andreceive informative daily reports.
Virgin Atlantic Airways now has action-able insight into its customers’ onlinebehavior, enabling the company to makequicker, data-driven marketing decisions
Before selecting IBM Coremetrics products for a web analytics solution, Virgin Atlantic used analytics for its web site, but found its existing solution difficult to use. Although the solution provided much data, the data required detailed analysis to produce any actionable intelligence. Although Virgin Atlantic was sitting on a wealth of data, the actual decision-making was slow and the ability to use the data to improve future marketing activities practically impossible. Virgin Atlantic wanted a solution that would quickly and easily provide it with an in-depth view into its customers’ online behavior. After a comprehensive selection process, Virgin Atlantic selected IBM Digital Analytics as the preferred choice. Virgin Atlantic also selected IBM Digital Analytics Explore to build, analyze and distribute custom reports.
After the selection of IBM Coremetrics products, both the Virgin Atlantic and the Coremetrics teams were eager to get the implementation underway to start seeing results. The Virgin Atlantic team working on the implementation had several specific concerns to address. First, the existing geographically dispersed, in-house web analytics user base had a well-defined set of reporting requirements to take into account. Second, the Virgin Atlantic team also wanted best practice advice about how to use the powerful, feature-rich Coremetrics reporting and optimization suite. Third, the implementation team wanted to ensure data collection accuracy to deliver reliable, actionable metrics.
Teaming up with experts
As with all new clients, the Coremetrics Implementation Services team, which helps new clients get up and running worked with Virgin Atlantic to provide dedicated deployment project support.
In addition to the best practice tagging recommendations provided by the Coremetrics Implementation Services team, Virgin Atlantic engaged with the Coremetrics Strategic Consulting team, a team of domain experts who extend the client’s abilities to turn data into true value, to help identify key performance metrics, define specific business objectives and address key business questions. To accomplish these tasks, the team ran the standard Coremetrics implementation in parallel with the Strategic Consulting, Explore, and Key Performance Indicator (KPI) Workshop engagements. The Coremetrics Strategic Services team delivered the following results:
First, because of these workshops, the team at Virgin Atlantic had a clear vision of the key metrics. Now the team could target on-site processes required to measure the site’s performance centerpiece to effective analytics.
Then, the IBM Coremetrics implementation services team incorporated the gathered data requirements into the analytics and business design and worked closely with in-house Virgin Atlantic business and with the Virgin Atlantic chosen tag management vendor, TagMan. The team completed the implementation project on time, and achieved all of the key reporting objectives.
Next, the teams verified data collection accuracy using the Coremetrics Data Integrity Process (DIP). The DIP enables Virgin Atlantic to upload a daily record of sales from the order processing system and allows for a like-for-like comparison. The Data Integrity Process is a standard offering included in the base product that allows customers with transactional websites to receive a daily data collection accuracy report.
One key to the success of meeting the tight schedule was the results from the Strategic Consulting, Explore, and KPI Workshops. These workshops helped the implementation team customize the travel best practice template specifically to Virgin Atlantic’s requirements. After the team customized the travel best practice template, both the Virgin Atlantic and the Coremetrics teams had a clear road map with milestones to help them achieve the go-live deadline.
As a result of the cohesive teamwork and their work to properly define requirements, the teams successfully delivered the project on time. Given that the Virgin Atlantic previous analytics solution was scheduled to shut down on an imminent date, the team needed to implement the Coremetrics solutions as quickly as possible to ensure time for a smooth transition.
About Virgin Atlantic
Since its founding in 1984, Virgin Atlantic Airways has become one of the world’s leading airlines, serving the world’s major cities. Now based at both London’s Gatwick and Heathrow airports, it operates long haul services to 30 destinations worldwide as far apart as Las Vegas and Shanghai. Virgin Atlantic has enjoyed huge popularity, winning top business, consumer, and trade awards from around the world. The airline has pioneered a range of innovations setting new standards of service, which its competitors have subsequently sought to follow. Twenty-five years later, Virgin Atlantic remains customer driven with an emphasis on value for money, quality, fun, and innovation. Innovation hasn’t stopped there, as Virgin Atlantic continues to take pride in breaking new ground in passenger services.
For more information
To learn more about IBM Coremetrics, please contact your IBM marketing representative or IBM Business Partner, or visit the following website: ibm.com/software/marketing-solutions
Products and services used
IBM products and services that were used in this case study.
Coremetrics Explore, IBM Digital Analytics
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