TIG Global is using the Omniture SiteCatalyst Suite to provide hospitality clients from major branded and independent hotels in North America, Europe, Asia and the Caribbean with real-time access to customer trends.

With the SiteCatalyst Suite, TIG Global provides its more than 350 clients with the ability to quickly see and respond to user behaviors and preferences that influence the success of their online marketing efforts. Among the number of metrics analyzed, hotels can determine what class of rooms are being booked, monitor the popularity of hotel sites between different geographic locations, and track correlations between booking levels and calendar-related factors such as seasons, days of the week or time of day.

Maximizing the Potential of the Online Channel

TIG Global helps hotels and resorts raise their online visibility and increase ROI from their online marketing initiatives. TIG Global initially used Web server logs to measure the effectiveness of these initiatives, but as the company grew to serve more world-class clients, TIG Global saw a need to enhance its online measurement and reporting with Omniture’s leading, state-of-art Web analytics solution. With the SiteCatalyst Suite, which is tailored to meet TIG Global’s ongoing business needs and client additions, TIG Global measures the effectiveness of its clients’ Web sites by analyzing data, such as Web traffic trends, geo-segmentation and behavior statistics, and leverages these results to continuously refine clients’ Web marketing programs. TIG Global also uses results from SiteCatalyst in its monthly online activity reports to provide hospitality clients, including hotel owners and managers, with an industry-leading analysis of their marketing programs and ROI in a customizable, easy-to-read format. In addition, Omniture provides TIG Global with intuitive, easy-to-use dashboards that highlight key performance indicators, such as class of booked rooms, most popular hotels and locations and seasonality changes.

“The customer insight and data that SiteCatalyst provides TIG Global and our clients is invaluable to their online marketing programs. This arms us with the knowledge to make proactive and strategic business decisions to better streamline online marketing efforts. As a result, SiteCatalyst is a critical part of the value we provide our customers,” said Doug Broujos, senior vice president of client services for TIG Global.

Future Use

TIG Global is just beginning to use SiteCatalyst 12, the most recent version of Omniture’s flagship analytics product, which provides unparalleled insight into the effectiveness of marketing campaigns further enhancing the company’s ability to improve conversion rates for its clients. The new version offers muiltivariant testing that expands a user’s ability to measure complex testing scenarios. TIG Global will use the dashboard enhancements functionality that provides pre-configured intelligence dashboards for Marketing and Operations, giving them real-time insight into role-specific KPIs and optimizing how both casual users and analysts spend their time interacting with data. The company will also leverage the calendar events functionality that ties specific external events with online activity by allowing users to visually represent important events in the company that can impact business performance.

“Unlike other Web analytics products, SiteCatalyst delivers tailored solutions for travel and hospitality related companies like TIG Global. Our solutions allow these companies to monitor and manage events and KPIs that are specific to their industry, “ said Josh James, CEO and co-founder of Omniture. “With SiteCatalyst, companies can quickly access and act on in-depth customer behavior and trend data that enables them to truly maximize the online channel.”

Related Links: TIG Global, Omniture