Paddypower.com bets on Prophet from Speed-Trap Limited

Paddy Power, the e-business arm of Paddy Power plc implements web measurement and user journey analysis solution to track and segment website visitors to maximize online business.

Newbury, Berkshire, 2nd August 2005 - Speed-Trap Limited, the e-business intelligence company, has announced that Paddy Power, the online business arm of Paddy Power plc is to implement Prophet, its Dynamic Data Collection™ technology on their website at www.paddypower.com. Paddy Power is continuing to expand in both the Irish and UK markets, currently having 144 and 32 outlets trading respectively. Paddy Power is Ireland’s biggest bookmaker.

A key requirement for an on-line business such as paddypower.com is to ensure that the customer experience is always excellent and that the business really understands what is working for visitors to the website and what is not. Implementing Prophet to track website visitors and customer behavior enables paddypower.com to constantly monitor the site, thus ensuring their web visitors have a positive experience and that paddypower.com meets its business goals.

Commenting upon installing Prophet, Peter O’Donovan Business Development Manager at paddypower.com said: “Prophet allows us to observe, analyze and replay the user journey through our website, and that information enables us to appreciate exactly what our visitors wish to do, and understanding that, means we’re able to take action to improve visitors’ experiences which in turn translates into increase web site effectiveness and revenues.” O’Donovan added: “Previously we have been unable to quickly and accurately access the impact of changes to the Paddypower.com user interface. Prophet allows me to instantly access the impact of alterations made to the site.”

Announcing the deal with paddypower.com Malcolm Duckett, Speed-Trap’s VP of Marketing said: “Unlike other analytics tools, such as those based on web server logs, Prophet works by observing events in real-time in the user’s browser rather than on the server. This enables us to target what really matters – monitoring the visitors and customers, not the technology. We are able therefore to provide powerful, accurate and instant management information, the end result being a visitor friendly and more profitable site”.

Concluding Duckett added: “One of the key criteria for paddypower.com was that any solution had to be robust and reliable because downtime in such a customer focused business is completely unacceptable from both financial and customer satisfaction perspectives. Prophet has proven itself on both counts since its deployment.”

About Paddy Power

Paddy Power is the largest provider of fixed odds sports betting in Ireland. The company operates through licensed betting offices along with operating Ireland's largest telephone (Paddy Power Dial-a-bet) and online (www.paddypower.com) betting operations. The company also markets its service in the UK.

The company has as an unconventional approach towards betting; Paddy Power is committed to making low-stake betting more entertaining and accessible. Through this strategy the company has developed a strong reputation as "The Punter Friendly Bookmaker" and has become renowned for its unique 'Money Back Specials". For more information please see www.paddypowerplc.com

About Speed-Trap

Speed-Trap is the e-business intelligence company. The company provides technology and solutions that provide accurate, real-time and complete data on the interactions between customers and web sites. Moving beyond traditional Web Analytics Speed-Trap not only provides statistical and business information on activity in the site, but uses the in-depth data provided by its Dynamic Collection™ Technology to give a unique view of visitor experience and customer journeys providing valuable insights into how well on-line assets are meeting objectives.

Speed-Trap’s solutions are being used by businesses to drive and monitor their on-line marketing activity including the monitoring, measurement and management of their on-line business. This includes applications such as campaign management, customer segmentation, customer experience monitoring and performance measurement. Other customers are using the technology to monitor key business metrics and drive real-time content management systems.

Speed-Trap was founded in January 2000 and is based in the UK with headquarters in Newbury, Berkshire. See www.speed-trap.com for further information.

 

Media Contacts

For Speed-Trap Limited:
Contact:
Jim Crowther 
Ad-Lib International Limited 
Tel: +44 (0)1189 714945 
Email: jim@adlibinternational.com
http://www.adlibinternational.com

 

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 behavior 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 on-line performance measurement. Other customers are using the technology to monitor key business metrics, to provide operational insight crucial for website design and for on-line fraud prevention.

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