1 2 Travel implements speed-trap Limited’s e-business intelligence solution

Ireland's largest inbound online travel service provider implements web measurement and user journey analysis solution to track and understand what website visitors are looking for - and how they are using the site

Newbury, Berkshire, August 11th 2006 - speed-trap Limited, the e-business intelligence company, has today announced that 1 2 Travel – Ireland’s leading inbound online travel service provider, has implemented speed-trap’s Dynamic Data Collection™ Technology on their 8 websites including their flagship website www.12travel.com

Commenting upon the installation, Conor Buckley, IT Director at 1 2 Travel said, “two main factors differentiate 1 2 Travel from traditional travel providers. Firstly the company only offers holidays to destinations it knows intimately, we are Irish and are based in Ireland so we sell holidays to Ireland, we have driven the roads, relaxed in the hotels, enjoyed the tours and participated in the activities we sell. Secondly, 1 2 Travel custom builds holidays to suit every individual customer. No two of our holidays are the same.

Buckley continued, “speed-trap provides us with crucial management information and associated site performance indicators regarding all facets of our websites and their usage, including being able to track website visitors’ and enquirers behaviour, all this, plus the ability to re- visit and mine historical information enables us to appreciate exactly what our visitors wish to do, and understanding that means we’re able to take action to improve visitors’ experiences and in turn increase web site effectiveness and revenues.

Our sites are designed and maintained in-house by an excellent web design team and are designed to be visually appealing, navigable and informative, whilst also building brand awareness and generating sales. Each site has more than 2,000 pages of content and the websites each receive over half a million page impressions per month, however speed-trap, despite its powerful functionality, runs on just one server, and is not limited by page impressions. It also runs on one database for multiple domains and, along with other capabilities, captures a totally complete data set. This data can be viewed in totality or split in a huge variety of ways”

Buckley added: “an additional plus was speed-trap’s rapid deployment – we were quickly up and running – and very customisable feature set – the system was quickly and easily adapted to meet our exact business requirements. In such a competitive market, that, along with zero maintenance has been fantastic!”

Announcing the business, Malcolm Duckett, speed-trap’s VP of Marketing said: “The public is increasingly using the web as their first port of call for researching and purchasing travel, holiday and related products or services, its key therefore that players in this market do all they can to ensure their websites are as user friendly and intuitive as possible. This market sector is one in which speed-trap’s Dynamic Collection technology excels, having been used very to great effect by organisations including Tourism Ireland, KLM, Nucleus, Hoseasons and Topic Travel.”

Elaborating, Duckett continued: “Unlike other solutions, such as those based on web server logs or other traditional web tagging methods, our technology works by observing events in real-time in the user’s browser rather than on the server, this provides the opportunity to not only provide whole-site and all-user statistics, but also to be able to focus on the individual visitor. This enables those responsible for our client’s websites, be they web masters, marketing executives, or business managers, to make informed decisions based upon accurate and meaningful data about the behaviour of their web visitors and their site, i.e. enabling them to recognise and target emerging or changing business opportunities, customer segments or individuals - the end result being a visitor friendly and more profitable site”.

About speed-trap
speed-trap is the e-business intelligence company. We offer technology and solutions that provide accurate, real-time and complete data on the interactions between customers and web sites. 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. This uniquely powerful capability empowers users enabling them to recognise and target emerging and changing business opportunities and to make decisions based upon accurate and meaningful behavioural information.
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.

1 2 Travel is Ireland's largest online inbound travel service provider selling custom built holidays in the islands of Ireland and Britain through seven websites www.12travel.com, www.12travel.co.uk, www.12travel.ie, www.12travel.ca, france.12travel.com, www.12travel.jp and www.12travel.de servicing the US, UK, Irish, Canadian, French, Japanese and German markets respectively. The company builds a complete holiday experience for each customer based on their individual needs. Including flights, accommodation, car rental, escorted tours, activity holidays, theatre tickets and general information about Ireland. The office is opened 7 days a week for a total of over 100hrs to cater for Guests from different time zones.

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

Published on: 12:00AM on 11th August 2006