Speed-Trap Tag-Free technology enhanced

A Speed-Trap product story

Edited by the Marketingweek Marketplace editorial team Jul 2, 2009

Speed-Trap has extended its Tag-Free Dynamic Collection technology to capture data from website visitors accessing sites via almost any mobile device.

The company said this development allows its customers to build a holistic view of their visitors' online interaction across both traditional Mac/PC and mobile platforms.

With this insight, they can decide how best to market to certain individuals, based upon detailed analysis of their interactions.

Speed-Trap has just made extended mobile device and browser support available within Speed-Trap v7, and is able to incorporate the mobile activity of the visitor into the evolving individual customer profiles Speed-Trap's systems build.

With the entire history of the visitor's personal interaction with the site on hand, and the opportunity to add offline customer relationship management (CRM) data, this complete profile can feed into a behavioural targeting advertising engine, creating a powerful marketing proposition.

Malcolm Duckett, vice-president of operations and marketing at Speed-Trap, said: 'By combining the full online interaction, including data from mobile devices, with the CRM data gathered via the other channels, targeted advertising and personalisation can be vastly improved.
'This data can even have an impact on what methods of advertising are best suited to particular people - for example, someone who repeatedly visits the site from a mobile, more so than via a desktop, may well be more susceptible to an SMS advert than an e-mail.

He added: 'Mobile access to websites is becoming easier and more pervasive, and so attaining a full understanding of the motivations and reasons behind a customer visiting your site via a mobile device rather than via a desktop or laptop is crucial.

'Marketers need to understand whether the visit is the result of offline advertising prompting them, or to perform price comparisons when in-store, or whether it is simply on a whim.

'Each of these revelations can allow brands to immediately present the individual customer with appropriate offers and site content, but can also offer insight into the effectiveness of other marketing strategies as a whole.