Under the terms of the deal Virgin will use Coremetrics Analytics and the Coremetrics Explore reporting tool to assess how effectively its website and online marketing channels drive conversions, while receiving consultancy and advice from Coremetrics Strategic Services on how to improve marketing and promotional activities.

Veronica Brown, Virgin Atlantic’s ecommerce commercial manager, said the company had managed its previous analytics system in-house. “Our primary objective in appointing a new analytics supplier was to find a partner that could deliver strategic consultancy and support, in addition to effective technology,” she said.