Speed-Trap to present at NEXT08 Conference
Real-Time CRM is the focus for this year's internet conference, where Malcolm Duckett of Speed-Trap headlines the speaker lists
15th May 2008 - Malcolm Duckett, VP Operations and Marketing at Speed-Trap, the online customer insight provider, is presenting today at the next08 conference in Hamburg on real-time customer data and analytics in a session entitled Choreographing Customer Experience the Intelligent Way. Next08 is the international conference for the future and relevance of the web, taking place at the Prototyp museum in Hamburg. The emphasis for this year’s event is ‘Real-Time’, specifically the disconnect between consumers communicating in real-time but companies not, making Speed-Trap uniquely placed, given their product offering, to provide an insight into this market.
Duckett’s presentation will include commentary on the need to treat each customer individually and according to their current, actual activity at that particular moment. This is instead of relying on their historical data from previous visits, which may be thoroughly unrelated to their motives for being on the site on this occasion. Duckett comments, “If I visit a retailer’s site searching for an instruction manual for a television set I have just bought a few days ago from the same site, there is no point in trying to offer me the very same product again! It’s a common-sense approach which, were we to rely on historical data every time, we would fail every time whilst losing excellent upsell and repeat business opportunities.
"The mantra for successful online marketing is to say something relevant to your customer and crucially, say it at the right time", Duckett continues.
Putting this into practice involves recording all gatherable information from the site and not just a summary of number of hits per day or number of failed transactions. By gathering all the data – and Speed-Trap’s technology allows this to be done in a single tag deployment rather than through thousands – then no matter what specific purpose a marketing department may need the data for, the requisite information is already recorded.
Duckett explains, “Capturing all the data on the pages is the only way to be effective, but it is hard for two reasons – the cost and time requirements of traditional page tagging, and the fact that you do not necessarily know what information you are looking for in the first place.” He concludes, “The only approach therefore is to collect it all – that way, whatever you are looking for, you are half way to finding it already".
For more information on next08, please see http://www.next-conference.com/next08/
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 behavior 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.
Based in the UK, Speed-Trap’s customers include Alliance & Leicester, directgov, Betfair, Paddy Power, PC World Business, moneysupermarket & travelsupermarket, Hoseasons and WH Smith. Speed-Trap’s partners include the SAS Institute, Arcade e-Business, Detica and Intelligent Environments and it is represented internationally in Benelux, Scandinavia, Germany, South Africa and Ireland.
For more information, please contact:
Malcolm Ducket
Speed-Trap
Tel: +44 (0) 1635 230 630
Fax: +44 (0) 1635 230 435
Email: malcolm.duckett@speed-trap.com
Will Gardiner / Sarah Musselbrook
The itpr Group
Tel: +44 (0) 1932 578 800
Fax: +44 (0) 1932 578 801
Email: willg@itpr.co.uk
