Newbury, Berkshire, November 17th - speed-trap Limited, the e-business intelligence company, announced today that London Business School has implemented Prophet, speed-trap’s e-Business Solution on their website.

The School’s external facing website (www.london.edu), which went live with Prophet in July this year, and which utilises data collected by speed-trap’s unique Dynamic Collection™ technology, was initially implemented in order to track site usage and help the School achieve key objectives in several areas: Commercial – to increase and fill student places, Content – to increase market share and knowledge, Marketing – to accurately research which marketing activities are most successful, and Self service, e.g. booking online, etc.

Commenting on selecting Prophet for use on their website, Gowri Sivakumaran, Manager, Web Technology Unit at London Business School said: “We’ve implemented Prophet for a number of reasons which can be best summarised under two headings; finding new ways to bring visitors to our site and retaining those who have visited by ensuring we meet their needs”. Sivakumaran continued, “by observing and capturing visitor’s behavioural data which Prophet allows us to do, the school is better able to understand website visitor preferences and needs. This affords much more valuable marketing insight than traditional demographics which crudely lump people together. By tracking performance in real-time, marketing messages can be quickly and cost effectively optimised. For example, by tracking the responses to an email campaign, marketers can test alternative versions of the message and gravitate towards the version that achieves the best results”.

Sivakumaran continued: “The richer profiling that using Prophet affords us, provides the intelligence required for improved targeting and more refined communications, which in turn means costs can be reduced and programme application rates increased.” Sivakumaran elaborated, “armed, thanks to the data provided by Prophet with greater intelligence of what our website visitors are finding hard to do on the site, along with what they most often enquire about, enables us to make changes to the site based upon real facts, which culminates in an improved website, improved customer service and improved customer website experience. In conclusion Sivakumaran said, “for example, to help us ensure we maintain our site so as to be as user friendly as possible, speed-trap customised campaign reports specifically for us, which enables the School’s marketing staff to track user behaviour between the main School site and the School’s online application system”.

Malcolm Duckett, speed-trap’s VP of marketing and operations said of the deal: “We are of course very pleased that Prophet is playing an important role helping London Business School’s website to be as effective as possible, and we hope they will soon extend the use of Prophet to track the School’s intranet sites too. Using Prophet on their website ensures that the site will become really intuitive to use and as visitor friendly as possible”.

Notes for Editors:

About speed-trap
speed-trap is the e-business intelligence company. The company provides technology and solutions that provide accurate, real-time and complete data on the interactions between customers and web sites. Moving beyond traditional Web Analytics speed-trap not only provides statistical and business information on activity in the site, but uses the in-depth data provided by its Dynamic Collection™ Technology to give a unique view of visitor experience and customer journeys providing valuable insights into how well on-line assets are meeting objectives.
speed-trap’s solutions are being used by businesses to drive and monitor their on-line marketing activity including the monitoring, measurement and management of their on-line business. This includes applications such as campaign management, customer segmentation, customer experience monitoring and performance measurement. Other customers are using the technology to monitor key business metrics and drive real-time content management systems.
speed-trap was founded in January 2000 and is based in the UK with headquarters in Newbury, Berkshire. See www.speed-trap.com for further information.

About Dynamic Collection™
speed-trap’s unique and patented data gathering technology delivers two benefits to speed-trap’s clients. Firstly, it can be fully deployed in less time than any other solution – avoiding costly tagging processes, or complex web server and content management system integration. Secondly, it provides insight and data, which is being used by on-line organisations to drive and monitor their on-line marketing activity including the monitoring, measurement and management of their on-line business. This includes applications such as campaign management, customer segmentation, customer experience monitoring and performance measurement. Other customers are using the technology to monitor key business metrics and drive real-time, anonymous personalisation and content management systems.

About London Business School
London Business School’s Vision is to be the pre-eminent global business school, nurturing talent and advancing knowledge in a multi-national, multicultural environment. Founded in 1965, the School graduated over 800 MBAs, Executive MBAs, Masters in Finance, Sloan Fellows and PhDs from over 70 countries last year. The School’s executive education department serves over 6,000 executives on its programmes every year. London Business School is based in the most accessible and international city in the world and is one of only two UK business schools to have twice been awarded the highest research rating of five-star (5*), by the Higher Education Funding Council for England (HEFCE), confirming the School as a centre of world-class research in business and management. www.london.edu

Media Contact:
Jim Crowther
Ad-Lib International Limited
Website: www.adlibinternational.com
Tel: 01189 744189
Email: jim@adlibinternational.com

Published on: 12:00AM on 17th November 2005