Web Analytics Benchmarking

Theoretical Solution Proposal

25 May 2007 EDHEC MBA Consulting Group 2

Agenda

1. Solution Proposal

2. Solution Architecture

3. Report Structure

25 May 2007 EDHEC MBA Consulting Group 3

1. Solution Proposal

Amadeus generatesmonthly reports from

database and adds somerecommendations

Customerbuys e-BA

Consents tobenckmarking

Amadeus sells eBA and gives Customer to ‘add-on’Benchmarking or consensus to participate

Informationcollected

Exported to benchmarking

database

Databaseinterrogated

Special GA tags added tocustomer site to senddata to specific AmadeusBenchmarking Account

RankingReports

constructed

ProfessionalInsight added

Delivery toCustomer

Customer receives reports and canidentify where they are in the industry in

respect to other companies

25 May 2007 EDHEC MBA Consulting Group 4

2. Solution Architecture

AirlineGoogle Acct

AmadeusGoogle Acct

Google Tags

Airline XYZ Airline ABC Airline 123 Airline etc

Airline XYZ

Airline ABC

Airline 123

Airline etc

Separate GA Accounts for eBAAmadeus

BenchmarkingAccount

BenchMarking

Database

Ranking ReportsKPI table 11. ABC2. XYZ3. etc

Databasequeries

Export

25 May 2007 EDHEC MBA Consulting Group 5

3. Benchmarking Reports

Time to load; Page density; Screen resolution to Page size;Clicks to confirmation; Ease of completion; Error probability;are all elements that can drive customers away.Understanding these can reduce costs and increase sales

6) User Experience

Average monetary value of site based on revenue generatedplus value of goal divided by number of page views and visits

5) $ Index

To see the e-Commerce effectiveness at increasingcompany revenue

4) e-Booking ConversionRates

To understand the attractiveness of the website and thesuccess of the marketing campaigns that bring visitors

3) Visitor Bounce Rates

To understand if your marketing campaigns are increasingyour brand awareness in respect to other airlines and theircampaigns

2) Acquisition Rates -New or Unique Visitorsversus Returning Visitors

To better understand growth in online ticket sales comparedto other airlines

1) No. ticket sales online

Why Benchmarked?Reports

Sample Report

Conversion Ranking

Acquisition Ranking

Site $ Index Ranking

% Bounce Ranking

Online e-ticket sales

User Experience