Thomas Cook tracks web users

Customer behaviour is analysed to identify trends

Thomas Cook aims to understand the customer sales cycle

Thomas Cook is monitoring the behaviour of visitors to its web site in an effort to understand the customer sales cycle.

The firm is using supplier Site Intelligence to provide tracking of all web activity, bookings and enquiries.

“By using software we have been able to dramatically improve our understanding and management of paid-for searches," said Russell Gould, Thomas Cook UK and Ireland e-commerce director.

"We are able to assess the use of key words, identify significant trends and successfully monitor the performance of our bid management.”