Cognitive Computing Authors: Pat Romanski, Zakia Bouachraoui, Liz McMillan, Yeshim Deniz, Elizabeth White

Blog Feed Post

lastminute.com snaps up Webtrends for website optimisation

Webtrends Optimize and Segments chosen by Lastminute.com to enhance customer experience by understanding key preferences and online behaviours

London, UK; 6 September 2012 - Webtrends, the global leader in unified mobile, social and web analytics and engagement, today announced that the UK's leading online travel and leisure retailer - lastminute.com - has implemented Optimize and Segments across three of its major global brand websites: lastminute.com, Holiday Autos and ZUJI (part of the Travelocity Group).

In today's competitive online travel market, understanding customer behaviour is critical. Analytics and multi-variant testing was already part of lastminute.com's digital marketing and product strategy to test website content. However, the brand wanted to enhance this by implementing an optimisation solution to obtain deeper insight into customer preferences. The ultimate goal was to provide its users with the best possible experience across its sites by fully understanding visitor behaviours and inclinations.

lastminute.com wasn't just looking for a software vendor, it specifically wanted a technology partner to work closely with its team to advise on which sections of the site to test, and to formulate creative plans to understand customer behaviour. Following a full marketplace evaluation, Webtrends was selected as the partner of choice. The main factor in this decision was the fully managed service that Webtrends offers, whereby its consultants not only support the testing process but also advise and make recommendations to drive clients' optimisation strategies and long-term optimisation programmes. Webtrends' experience within the travel industry made it the perfect choice for lastminute.com's requirements.

In addition to the calibre of expertise offered by the consultancy team, lastminute.com was attracted to the integration between Webtrends' Optimize and Segments, which allows it to test its sites and target users with content based on their individual behaviour. This integration is unique in the marketplace.

lastminute.com will also be using the self-service functionality of Webtrends Visual Editor to design tests itself without the need for external assistance. This will drastically reduce the time-to-test, as well as increase the flexibility for web testing and ad-hoc analysis.

Karen Mullins, Group Customer Marketing & User Experience Director, lastminute.com, comments: "Understanding the direct revenue and conversion impact of our user experience improvements is vital, and we wanted to move our A/B and MVT testing and targeting strategy to the next level. We chose to work with Webtrends because we wanted a partner that could provide both a hosted and self service platform with a services team to advise on the best areas of our sites to test across all channels - desktop, tablet and mobile. For us, Webtrends has all bases covered plus a strong platform with unique integration that our internal users can easily adopt to deliver a market-leading optimisation strategy."

Nick Sharp, VP EMEA, Webtrends, added: "The travel industry is incredibly competitive and the customer experience is vital. Optimisation enables businesses to understand customer needs and make changes that will guarantee uplift in conversions. We are working closely with the lastminute.com team to help them build strategies for success based on customer behaviour data, ensuring the websites are optimised and meeting customer expectations."

About Webtrends, Inc.
Webtrends powers digital marketing success. Webtrends is at the forefront of real-time digital marketing relevance and customer experience management through unified customer intelligence. Our industry-leading analytics across mobile, social and web enables marketers to optimise campaigns, maximise customer lifetime value and deliver highly relevant digital brand experiences in real-time.

Webtrends dramatically improve digital marketing results for more than 3,500 global brands including, in EMEA and Internationally, ASOS, Alitalia, Barclays, Lloyds Banking Group, Microsoft, HSBC, Orange, T-Mobile, BMW, Toyota, Play.com, AllSaints, The Telegraph, and many more.

About lastminute.com
Founded in October 1998, lastminute.com is the UK's largest online hotel, travel and leisure specialist, with over 1.65 million visitors per week. It provides customers with great last minute deals offering five star experiences at three star prices. Promising to make the unattainable attainable for everyone, lastminute.com is proud to offer a variety of experiences from hotels to city breaks and relaxing holidays to fantastic spa getaways, top restaurant reservations and great theatre deals.

Headquartered in Hatton Garden, London, lastminute.com also operates in Australia, Belgium, Canada, Germany, Denmark, Spain, France, Hong Kong, Ireland, India, Italy, Mexico, Norway, New Zealand, Sweden, Singapore and the US.

Whether you're looking for something adventurous, spontaneous, indulgent or entertaining, lastminute.com is a one-stop shop for great deals for everyone.

Social Channels


  • Best Holiday Attraction/Ticket Provider at the British Travel Awards 2011

  • Top 10 website award ranked third at the Experian Hitwise Top 10 Awards 2010

  • Silver award for best hotel booking company and best holiday attraction ticket provider at the British Travel Awards 2010

  • Best hotel website at the Travolution awards 2010

  • Innovation in Multi-Channel Marketing winner at the e-consultancy Innovation Awards 2008

  • Favourite European Short Break Provider at the Travel Weekly Globe Travel Awards 2008

  • Best Travel Website at the BT Online Excellence Awards 2007

  • Favourite Online Retailer at the British Travel Awards 2007

Media Contact
Steve Spencer and Rebecca Kennett
Octopus Communications for Webtrends
08453 700 655
[email protected]

Nadine ter Meulen, Marketing Director
nadine.termeu[email protected]

Read the original blog entry...

More Stories By RealWire News Distribution

RealWire is a global news release distribution service specialising in the online media. The RealWire approach focuses on delivering relevant content to the receivers of our client's news releases. As we know that it is only through delivering relevance, that influence can ever be achieved.

IoT & Smart Cities Stories
René Bostic is the Technical VP of the IBM Cloud Unit in North America. Enjoying her career with IBM during the modern millennial technological era, she is an expert in cloud computing, DevOps and emerging cloud technologies such as Blockchain. Her strengths and core competencies include a proven record of accomplishments in consensus building at all levels to assess, plan, and implement enterprise and cloud computing solutions. René is a member of the Society of Women Engineers (SWE) and a m...
Andrew Keys is Co-Founder of ConsenSys Enterprise. He comes to ConsenSys Enterprise with capital markets, technology and entrepreneurial experience. Previously, he worked for UBS investment bank in equities analysis. Later, he was responsible for the creation and distribution of life settlement products to hedge funds and investment banks. After, he co-founded a revenue cycle management company where he learned about Bitcoin and eventually Ethereal. Andrew's role at ConsenSys Enterprise is a mul...
In his general session at 19th Cloud Expo, Manish Dixit, VP of Product and Engineering at Dice, discussed how Dice leverages data insights and tools to help both tech professionals and recruiters better understand how skills relate to each other and which skills are in high demand using interactive visualizations and salary indicator tools to maximize earning potential. Manish Dixit is VP of Product and Engineering at Dice. As the leader of the Product, Engineering and Data Sciences team at D...
Dynatrace is an application performance management software company with products for the information technology departments and digital business owners of medium and large businesses. Building the Future of Monitoring with Artificial Intelligence. Today we can collect lots and lots of performance data. We build beautiful dashboards and even have fancy query languages to access and transform the data. Still performance data is a secret language only a couple of people understand. The more busine...
Nicolas Fierro is CEO of MIMIR Blockchain Solutions. He is a programmer, technologist, and operations dev who has worked with Ethereum and blockchain since 2014. His knowledge in blockchain dates to when he performed dev ops services to the Ethereum Foundation as one the privileged few developers to work with the original core team in Switzerland.
Whenever a new technology hits the high points of hype, everyone starts talking about it like it will solve all their business problems. Blockchain is one of those technologies. According to Gartner's latest report on the hype cycle of emerging technologies, blockchain has just passed the peak of their hype cycle curve. If you read the news articles about it, one would think it has taken over the technology world. No disruptive technology is without its challenges and potential impediments t...
If a machine can invent, does this mean the end of the patent system as we know it? The patent system, both in the US and Europe, allows companies to protect their inventions and helps foster innovation. However, Artificial Intelligence (AI) could be set to disrupt the patent system as we know it. This talk will examine how AI may change the patent landscape in the years to come. Furthermore, ways in which companies can best protect their AI related inventions will be examined from both a US and...
Bill Schmarzo, Tech Chair of "Big Data | Analytics" of upcoming CloudEXPO | DXWorldEXPO New York (November 12-13, 2018, New York City) today announced the outline and schedule of the track. "The track has been designed in experience/degree order," said Schmarzo. "So, that folks who attend the entire track can leave the conference with some of the skills necessary to get their work done when they get back to their offices. It actually ties back to some work that I'm doing at the University of San...
When talking IoT we often focus on the devices, the sensors, the hardware itself. The new smart appliances, the new smart or self-driving cars (which are amalgamations of many ‘things'). When we are looking at the world of IoT, we should take a step back, look at the big picture. What value are these devices providing. IoT is not about the devices, its about the data consumed and generated. The devices are tools, mechanisms, conduits. This paper discusses the considerations when dealing with the...
Bill Schmarzo, author of "Big Data: Understanding How Data Powers Big Business" and "Big Data MBA: Driving Business Strategies with Data Science," is responsible for setting the strategy and defining the Big Data service offerings and capabilities for EMC Global Services Big Data Practice. As the CTO for the Big Data Practice, he is responsible for working with organizations to help them identify where and how to start their big data journeys. He's written several white papers, is an avid blogge...