P&O FERRIES INCREASE THEIR ONLINE CUSTOMER INSIGHT

Speed-Trap’s customer insight software will help develop and grow P&O’s on-line activity based upon site visitor behavior

9 May 2008: P&O Ferries, the UK-based European ferry operator, has selected customer insight software from Speed-Trap to monitor and dynamically manage the content of the P&O website, www.poferries.com,. The software will use Web 2.0 technology to gather complete, real-time data about the web site experience for each individual on-line customer and prospect, as opposed to presenting the technical and marketing teams with historical, general and demographic information.

The technology is deployed with only one change, circumventing the need to individually and manually tag every page and link. This gives P&O Ferries the flexibility to monitor all their customers’ interactions with the site, irrespective of how the site may evolve in the future and enables them to fully monitor the behavior of on-line customers so as to make accurate and timely marketing decisions based upon these visits.

P&O Ferries carries more than ten million passengers a year on routes to France, Holland, Belgium, Spain and Ireland..

Dan Acarnley, Web Manager at P&O Ferries comments, ‘’Speed-Trap replaced our pre-existing and limited web analytics system, which only provided us with generalized information with no individual detail, and was particularly onerous to deploy as it required countless dynamic tags to be manually placed throughout the site. The way the Speed-Trap technology can be implemented was really the selling point from our point of view. With Speed-Trap, implementation is quick and easy: you write one line of code on the site and then you can simply configure the analysis from the dashboard to instantly retrieve the specific data that you need at that particular time for that particular purpose. The time savings in deployment alone are massive.”

Speed-Trap’s software has been created with adaptability in mind, meaning that any future marketing decisions or changes to an organization’s business model can be fully accommodated. Acarnley notes, ‘’The prime selling point for this system is that it is so flexible. We have implemented the software with the confidence that any future changes won’t result in our having to spend weeks of development time changing the configuration of the system”.

Acarnley concludes, “Speed-Trap’s software has the potential to transform our approach to our on-line customers. With it we can ensure that we are proactively driving the conversion of the site through a better understanding of how our customers use it. Previously, we’ve only ever been able to see the most basic of information about our visitors – now we’ll have complete on-line customer insight.’’

ENDS

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 further information, please contact:

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