STA Travel deployed Webtrends Analytics, to measure all aspects of the organization's online presence, from static content on its web sites to buzz generated on other web sites or blogs, including social media sites such as Facebook or My Space.

STA Travel had limited visibility into customer flow within its web sites. The company had little sense of what customers were searching for which travel destinations they were interested in, or the parts of its web sites that generated the most trip reservations. Even the countries from which people visited the sites were a mystery. The impact: STA Travel was losing one of the core ingredients of its success — its keen understanding of its customers and their needs.

• Optimized online campaigns and communications by monitoring all engagements on the web, including social network sites and applications.
• Improved online experience for visitors, using analytics insight to retool web site features and experiences.
• Combined analytics and other business results via open industry-standards data formats, providing broader insight into business performance.
• Added multiple ways to access and share analytics results, including real-time dashboards, pdf emails on multiple devices and SmartViewTM performance overlays.