Paddy Power uses Speed-Trap to take the risk out of future online development
Online customer analysis helps leading gambling site to increase revenues and improve online user experiences.
Newbury 2 February 2008 - Paddy Power, Ireland’s biggest and most successful bookmaker, has extended its contracts with online customer experience analysts, Speed-Trap. The new contract – valued in excess of £100,000 – will enable Paddy Power to further develop its eight commercial web-sites using active, live data collected from the site to fine tune its presentation on the sites, to understand how best to interact with its customers and therefore how to increase revenues and improve online customer experiences. The new Speed-Trap contract includes annual software licensing, training and ongoing support services.
Paddy Power launched its online gambling website www.paddypower.com seven years ago and the online channel now accounts for over 50% of its profits. Speed-Trap was brought in two years ago to help provide more intelligent analysis of customer usage of the site and to help Paddy Power to be more strategic about the way it develops the site and launches new services.
Stephen Lovell, content user experience manager at Paddy Power, comments, “One disadvantage of an online business is that you lose an opportunity to talk to your customers face-to-face with detailed information about their online behaviour. We can now gather some of that feedback indirectly.”
Lovell continues, “Before we had Speed-Trap’s clear data trails we constantly had to second-guess our customers and what improvements were needed on the sites. With Speed-Trap in place we are now confident that site development is not a gamble but a sure bet.”
Lovell goes on explain, “The online gambling industry has been growing rapidly and we were lucky in that we were able to carry out a lot of instinctive, gut-feel business decisions. However, as the industry becomes more crowded and competitive so too organisations need to be more educated in their decisions and use facts to drive their decisions. It’s a bit like studying the form rather than pin-sticking.”
Lovell continues, “The analysis provided by Speed-Trap cannot even be put in the same category as what is offered by traditional web analytics providers. Speed-Trap offers far more insightful analysis about customer profiles, habits and trends. Speed-Trap can build a genuine end-to-end picture of a customers journey through the site, telling us where, when and how they bet. With this customer information we can make far more accurate and conclusive judgments about how our service should be modified to maximise existing usage and increase potential users. Speed-Trap played a fundamental part during the re-skin of Sports Book helping us to improve speed, usability and functionality of the site, ultimately resulting in an enhanced customer experience.”
Speed-Trap initially helped Paddy Power to launch its fully transactional Sports Book function but is now responsible for monitoring between 70 and 80% of customer activity on the site. A primary goal of the new contract will be to provide 100% coverage of the website.
Speed-Trap can show exactly which routes through the site are operating well or poorly, which links are used most often and the ease of navigation. This information is vital for any decision-making for any site development, ranging from entire new skins and formats or even relocating certain buttons to improve accessibility. Paddy Power has embraced the quality of service and reporting from Speed-Trap and uses Speed-Trap reporting across all sections of the business and the results of Speed-Trap analysis played a prominent part in the last financial company report.
About Paddy Power
Paddy Power is Ireland's biggest and most successful bookmaker. It conducts business through a chain of licensed betting offices along with operating Ireland's largest telephone (Paddy Power Dial-a-Bet), online (paddypower.com), casino (paddypowercasino.com) and poker (paddypowerpoker.com).
The company also markets its services in the UK and is a publicly quoted company, listed on both the Irish and London Stock Exchanges (www.paddypowerplc.com).
Paddy Power, founded in 1988 by the merger of three existing Irish high street bookmakers, takes an unconventional approach to betting and gaming believing them to be firmly rooted in the leisure and entertainment space.
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
