Product category:
Web measurement, analytics
News Release from: speed-trap | Subject: Customer insight software
Edited by the Marketingservicestalk Editorial
Team on 09 November 2007
Complex e-commerce platform deploys
Speed-Trap
Customer insight software from Speed-Trap has been selected by Betfair to monitor and dynamically manage the content of the Betfair website.
The Speed-Trap software uses Web 2.0 technology to capture and deliver complete, real-time data on every individual online 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
This article was originally published on Marketingservicestalk on 11 Jan 2008 at 8.00am (UK)
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Based on detailed analysis of current and historic online behaviour and experience, the Speed-Trap software will allow Betfair to drive and monitor its online 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.
Barry Bone, Group Procurement Manager for Betfair, explained: "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.
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"That's what makes people come back, time and time again".
Bone continued: "While 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 websites, which are primarily based on AJAX technology, especially on the marketplace pages.
The new software from Speed-Trap will replace bespoke monitoring technology and a web log analysis system that had been written internally by Betfair IT staff.
Bone continued: "The system 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 that 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 concluded: "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".
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