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Speed-Trap - turning customer data into...

complete online customer insight

Speed-Trap

 

Speed-Trap is a provider of software that uses Web 2.0 technology to capture and deliver complete, real-time data on every individual on-line customer and prospect, based on detailed analysis of their current and historic on-line behaviour and experience – complete on-line customer insight.

Software solutions built using Speed-Trap are being used to drive, monitor and measure on-line marketing activity, business processes and real-time content management systems.

These include applications such as campaign management, customer segmentation, customer experience monitoring and online performance measurement. Other customers are using the technology to monitor key business metrics, to provide operational insight crucial for website design and for online fraud prevention.

The Speed-Trap On-line Customer Insight Platform is one of the most capable sets of integrated, on-line customer-focussed applications on the market today. It allows organisations to deliver a wider range of customer experience, real-time personalisation and CRM applications faster and at lower cost than any competitive solution.

BETFAIR BRINGS IN SPEED-TRAP AS A SAFE BET TO DRIVE NEW ONLINE MARKETING INITIATIVES

Complex eCommerce platform deploys Speed-Trap to dynamically drive its online marketing campaigns and increase revenues.

Date: Customer insight software from Speed-Trap has been selected by Betfair to monitor and dynamically manage the content of the Betfair website, www.betfair.com. The Speed-Trap software uses Web 2.0 technology to capture and deliver complete, real-time data on every individual on-line customer and prospect. The order is for an annual licence for Betfair to use Speed-Trap across the complete site and includes implementation, consultancy, training and ongoing support services.

Based upon detailed analysis of their current and historic on-line behaviour and experience, the Speed-Trap software will allow Betfair to drive and monitor its on-line marketing activity and business processes. Allowing its operators to make calculated and informed decisions about how customers can be marketed to and revenues increased in the most effective manner
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Barry Bone, Group Procurement Manager for Betfair, explains, “We can actually investigate what people are looking for, precisely what they look at, where they ‘hover’ and how they get to the end point they want. As a consequence we can tailor our products and our services to react to the customer and give them the best user experience possible. That’s what makes people come back, time and time again.”

Bone continues, “Whilst it was interesting to know how many page impressions the site had received and which pages have been most viewed, this didn’t fundamentally help us when it came to making real decisions about the site. Speed-Trap has taken us on to the next level. It gives us real insight into our customers’ behaviours.”

Flash imagery is a key part of the construction of the Betfair site, so it was essential that Speed-Trap had the capability to cope with the nuances of the Betfair web-sites, which are primarily based on AJAX technology, especially on their marketplace pages. The new software from Speed-Trap will replace bespoke monitoring technology and a web log analysis system which had been written internally by Betfair IT staff.

Bone continues, “The system which we had developed internally was effective to a point but the analysis and interpretation of this information was problematic.  Primarily, because it came from a multitude of different sources, unifying the information into a single viewpoint where it could be sensibly analysed was time-consuming and complicated. However, with Speed-Trap as a single source, we can get the information much more quickly and use it for vital business decisions throughout all of our departments.”

Speed-Trap is a Web 2.0 application which sits within each web-page deployed. It is automatic to deploy and captures complete customer experience and behavioural data on a real-time basis.

Bone concludes, “Its ease-of-use is Speed-Trap’s real beauty. Speed-Trap is very much plug-and-play, you don’t need to be an expert in programming or coding. All the hard work has already been done so our internal resources are not tied up deploying the software. They can be utilised to act on the information that the software is collecting and providing. This increase in productivity will realise a real cost saving in the long term.”

About Speed-Trap

Speed-Trap is a provider of software that uses Web 2.0 technology to capture and deliver complete, real-time data on every individual on-line customer and prospect, based upon detailed analysis of their current and historic on-line behaviour and experience – complete on-line customer insight.

Software solutions built using Speed-Trap are being used by businesses to drive, monitor and measure on-line marketing activity, business processes and real-time content management systems.

These include applications such as campaign management, customer segmentation, customer experience monitoring and online performance measurement. Other customers are using the technology to monitor key business metrics, to provide operational insight crucial for website design and development and for online fraud prevention.

Founded in January 2000 and based in the UK, with headquarters in Newbury, Berkshire, Speed-Trap’s customers include Alliance & Leicester, directgov, Betfair, Paddy Power, Yorkshire Building Society, PC World Business, moneysupermarket & travelsupermarket, Hoseasons, MoneyNet and WH Smith. Speed-Trap’s partners include the SAS Institute, Detica and Intelligent Environments and it is represented internationally in Benelux, Scandinavia, Germany, South Africa and Ireland.

For further information, please contact:

Will Gardiner
itpr
Tel: + 44 (0) 1932 578 800
Fax: + 44 (0) 1932 578 801
Email: willg@itpr.co.uk