The firm was already responsible for providing e-commerce analytics services to the Thomas Cook brand, but will now cover the group’s other businesses including Nielsen Holidays, Fly Thomas Cook and Gold Medal.

Site Intelligence says it will deliver traditional web analytics, reporting and group-wide performance management services to all Thomas Cook businesses in the UK and Ireland.

As part of the deal, Site Intelligence will use its VBIS Panorama tool to segment unique visitors to Thomas Cook websites, allowing the travel agent to target them with tailored offerings.

Rochelle Parkinson, performance and optimisation manager at Thomas Cook Group, said: “Consolidating the e-commerce analytics and business intelligence will enable us to measure and compare each business much more effectively. The segmentation provided by Site Intelligence Panorama allows us to provide our customers with the holidays they are interested in as soon as they visit our site, and will enable us to suggest suitable alternatives based on their preferences.”