Automatic, online audience profile and behavior tracking launched by Speed-Trap
Newly launched Audience Behavioral Intelligence system from Speed-Trap allows detailed and structured CRM data to be automatically captured, collated and constantly updated, building detailed behavioral and profile records for every visitor to your site, enabling focused and accurate marketing campaigns.
17-18th March 2008: Online customer insight provider, Speed-Trap, announces the launch of their Audience Behavioral Intelligence system (known as ABI) – the extensive, independent and intelligent customer lifecycle database server system. ABI automatically builds long-term records for each individual visitor that naturally de-duplicate and provide a versatile, focused data mart for CRM and targeted marketing programs.
ABI computes all key metrics such as recency, frequency, value (RFM) and latency for every member of your site or application’s audience, whilst constantly updating their records with data from every visit, providing a full customer lifecycle with key business events such as sales or registrations, and long-term profile information (e.g. customer ID, e-mail and postal addresses, customer type etc).
The resulting customer data mart provides an unprecedented source of data to power focused and targeted online advertisements for cross- or up-sell opportunities, shifting the emphasis of online marketing from the website to the visitor community.
Malcolm Duckett, Vice President for Operations and Marketing at Speed-Trap, comments, “ABI leverages Speed-Trap’s unique Dynamic Collection™ and Transformation processes to feed its internal data mart and structures this as a long-term customer record populated with profile and business activity records. This elevates the analysis of your online business from ‘web analytics’ to ‘audience analytics’. ABI provides an obvious repository for customer data from other sources, allowing key online and offline data to be instantly available for targeted marketing. Moreover, when linked with real-time data engines that produce information on the current session (such as Speed-Trap’s concurrently launched RTE system), customers can implement real-time focused content personalization, improving customer relationships and retention.”
The ABI system can be deployed without integration into back-end systems or requiring any software on the user’s computer. This means that data is being gathered and compiled as soon as it is implemented.
ABI’s Cookie Reinforcement™, feature side-steps widespread cookie deletion problems by linking proven and privacy-conscious, first-party cookie technology (incorporating opt-out and p3p support) with the rich data collection provided by Speed-Trap’s Dynamic Collection™ system. This combination provides reliable and consistent long-term tracking of individuals across multiple machines – even when cookies are flushed from the browser.
ABI also allows you to profile individuals using an in-built scoring mechanism. Points values can be attached to each visitor based on their behavior, or demographics. This allows a site owner to profile their entire audience, and understand the current and future value of this audience, or evaluate the relative value of campaigns in attracting valuable customers from the correct organizations, or geo-demographic segments.
Speed-Trap is a provider of software that uses Web 2.0 technology to capture and deliver complete, real-time data on every individual online customer and prospect, based upon detailed analysis of their current and historic online behavior and experience, thereby providing complete online customer insight.
Duckett concludes, “Clearly the rapid deployment afforded by integration with Speed-Trap’s Dynamic collection and the way the ABI data mart is automatically built from this data means that cost-effective and wide-ranging targeted CRM and personalization marketing programs can be rapidly deployed.”
ENDS
About Speed-Trap
Speed-Trap is a provider of software that uses Web 2.0 technology to capture and analyze interaction at the user interface – whatever the device e.g. mobile, iPhone, PDA, gaming console, or technology deployed e.g. webpage, Flash, Flex, AJAX etc. – to deliver complete real-time data on every visitor and user of your online applications – complete online customer insight.
Speed-Trap’s systems have come to define a new approach to the integration of on-line applications into an enterprise’s Information Architecture. The system’s User Interface Capture functionality provides a definitive, flexible and reusable source of customer, behavioral, process and performance data from any internet, intranet or extranet application.
Speed-Trap’s customers use their patented and tag-free Dynamic Collection™ solutions to drive applications as diverse as Fraud Detection, Marketing Automation, Campaign Measurement, Usability & Design, CRM systems and Web Analytics.
With an integrated, interactive reporting suite and options to directly populate Enterprise Data warehouses via its alliance with Teradata, it represents the leading edge of advanced on-line channel data capture, analysis and delivery systems. Companies like The SAS Institute utilize Speed-Trap’s technology in their SAS for Customer Experience Analytics product that couples their world-class analytics, marketing tools with Speed-Trap technology to provide integrated cross-channel marketing and customer insight.
Based in the UK, Speed-Trap delivers its solutions directly and via a range of OEM, reseller and system integration partners around the world. Direct customers include Alliance & Leicester, AXA, directgov, Betfair, Paddy Power, PC World Business, ghd and WH Smith. Speed-Trap’s partners include the SAS Institute, Teradata Corporation, Arcade e-Business, BIMA Consulting and Zencos LLC.
Media Contacts
For further information, please contact:
Malcolm Duckett
Speed-Trap
Tel: +44 (0)1635 230 630
Fax: +44 (0)1635 230 435
Email: malcolm.duckett@speed-trap.com
Will Gardiner
The itpr Group
Tel: +44 (0)1932 578 800
Fax: +44 (0)1932 578 801
Email: willg@itpr.co.uk
