Many companies talk the talk, but can they walk the walk? Web Analytics has gone mainstream, but on what are you supposed to take action? In this presentation simple and practical examples are shown from Thomas Cook’s own experiences, and how they, after comparing intuition with user research, found out that what they thought was wrong was only half of the story.

Matthew works as Head of User Experience at Thomas Cook Netherlands/Belgium, where he manages a team of web analysts and user experience designers. With a background in web analytics, Matthew has shifted his career focus to pragmatic user research to be able to answer that burning question web analysts keep running into ‘Why?’. As a Voice of the Customer evangelist he enjoys sharing his knowledge on the work floor and in the field.