PandO takes up customer insight software

PandO Ferries has selected customer insight software from Speed-Trap to monitor and dynamically manage the content of the PandO website.

The software will use web 2.0 technology to gather complete, real-time data about the website experience for each individual online 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 PandO 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 behaviour of online customers so as to make accurate and timely marketing decisions based on these visits.

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

Dan Acarnley, web manager at PandO Ferries commented: "Speed-Trap replaced our pre-existing and limited web analytics system, which only provided us with generalised 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 organisation's business model can be fully accommodated.

Acarnley noted: "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.

"Speed-Trap's software has the potential to transform our approach to our online 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 online customer insight".

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