Customer relationship management supplier WhiteCross will provide BA with a daily summary of the previous day's Web traffic and customer behaviour. WhiteCross uses a proprietary server to pool and analyse data.
BA found the demands of analysing Web generated customer data a distraction from its core business.
"On a peak day you get about one million page impressions," said John Mornement, head of e-commerce applications for BA. "If you try to process it yourself it can take more than one day to process the data."
The airline will also use the data-mining power of the WhiteCross service to get a clearer breakdown of its Web site traffic, distinguishing internal site hits made by employees from bona fide external customers, Mornement added.
BA has trialed the managed service since September 2000.