Speed-Trap 7.1 offers real-time trigger components

Software components from Speed-Trap enable developers to build online applications with built-in real-time triggers that can push content into a page based on the actions of each individual visitor.

The components mean that developers can deliver applications that provide sophisticated levels of real-time personalisation and interactivity without incurring the costs and complexity traditionally involved in developing this type of solution.

Example applications include: development of cross-channel programmes that drive alerts to call-centre operators for immediate action in response to visitors' actions; enable text, images or video content to be 'pushed' into the pages, in real time, without needing to change the website; and web-to-store or web-to-e-mail applications that send promotional offers or even offers of help to the visitor, in real time, while they are still online.

Speed-Trap claimed developers will appreciate the way that the software components take over the 'heavy lifting' involved in developing these types of applications.

Version 7.1 will reduce development and deployment times by providing an integrated solution that captures the data on the visitor's interactions, compiles long-term and real-time views of this data, and provides the trigger and push functions.

Speed-Trap systems can be deployed as a 'bolt-on option' to existing sites, delivering personalisation and real-time interaction for existing sites, without requiring any 'back-end' integration with the web server or content management system.

The business-logic-based triggering and real-time actioning functions of v7.1 are said to simplify the building of complex applications.

Its components can be used to build cross-channel marketing programmes, closed-loop personalised marketing projects, and even real-time online fraud identification and handling applications, using external decisioning engines to evaluate each individual transaction.

V7.1 allows developers to empower e-commerce managers, marketers, and even finance teams with applications that can deliver relevant content or take relevant actions in real time, while the visitor or customer is actually still online.

Malcolm Duckett, vice-president operations at Speed-Trap, said: 'Imagine being able to dynamically change the webpage based upon what your visitor is interested in - based on what they searched for, what they looked at and what they started to put in their basket or the form they started to complete.

'We provide the mechanism and alerts in real time that let you make offers, change content or even contact your telesales team automatically.

'This is now all possible to do while the visitor is still on the website, improving the potential to complete transactions that might otherwise remain incomplete, such as a finance application or a multiple sales item.

'With this technology, it is now possible to drive closed-loop marketing applications that allow you to get the right outcomes.

'By proactively pushing content to the visitor while they are still on your site that is personalised according to their activity both now and in previous sessions, or by triggering other marketing activities, such as telesales or e-mail marketing, true online engagement can be achieved and sales are more likely.

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