Briefs

WhiteCross Selected For Daily Reporting on Click-Throughs, Page Impressions, Activity Peaks and Success Rates of Marketing Campaigns

SAN FRANCISCO, March 13, 2001 – WhiteCross today announced that it is working with British Airways to carry out complex data analysis of its website usage. The leading provider of Analytical CRM services, WhiteCross, is providing British Airways with a highly sophisticated level of analysis that gives an accurate picture of customer activity without infringing on the privacy of individuals.

British Airways has been utilizing the WX/WebAnalytics service since September 1, 2000 in evaluation mode and has now signed an ongoing agreement. WhiteCross currently presents British Airways with a daily report on the previous day’s data so that it can gain insight into where customer traffic is coming from, identify spikes in activity as a result of an event such as a news story about a country or a marketing campaign.

The British Airways site handles up to one million page impressions per day and visitors average 100,000 per day. The analysis reports provided on a daily, weekly and monthly basis by WhiteCross allows British Airways to identify a number of key trends. Daily analysis offers insight into the impact of specific events whereas monthly analysis can determine how site changes are affecting click-throughs or purchasing patterns. British Airways is heavily focused on ensuring its site is as easy as possible to navigate and interact with.

For more information, see www.whitecross.com