- BIMA combines Speed-Trap’s online, real-time Dynamic Collection™‡ technology with Chordiant Software’s Decision Management (CDM) suite to create industry’s first “out-of-the-box” multi-channel Next-Best-Action† solution.

5th March 2009: BIMA Consulting, specialists in operational marketing and campaign optimisation, have created a multi-channel Next-Best-Action™ solution known as ‘RTOD’ – Real-Time Online Decisioning by combining market leading technology from Chordiant Software Inc and Speed-Trap Limited.

This is the industry’s first “out-of-the-box” Next-Best-Action™ decisioning solution that offers an unprecedented view of a consumer’s online behaviour. By combining Chordiant’s CDM and Speed-Trap’s Tag-Free data capture and analysis technology, BIMA offers clients a new method to fully understand and instantly respond to every aspect of customer interaction with their brands across channels.

This insight allows marketers and business strategists to deploy systems which automatically determine the best next action, based upon cross-channel information, and immediately respond to customer interactions.

Yves Boulanger, Managing Director, BIMA Consulting explains “CDM has traditionally enabled its users to interact in real-time with their customer base across many channels. Now by utilising Speed-Trap’s tag-free Dynamic Collection technology we have enhanced this capability to deliver accurate and detailed up-to-the-second data on every site visit and simultaneously create detailed historical records and customer profiles, without any additional tagging on the site.”

Christophe Rebuffa, VP BIMA Consulting, describes, “In order to determine accurately the most appropriate best next action, accessing real-time data on customer interaction is vital. In the online channel, this is even more important given the ease with which consumers move from one e-retailer to another. Current methods of understanding the customer base, largely based on tagging, are not sufficiently precise. In some cases, up to 40% of activity recorded contains discrepancies when compared to the actual experiences of the customer.”

He continues “RTOD helps businesses make better decisions when responding to customer activity by deploying CDM’s models (that analyse real-time data from all channels, such as store branches, direct mail, call centres and the web) together with Speed-Trap’s technology to obtain an even more sophisticated view of a consumer’s online behaviour. By combining these technologies, BIMA have created a solution that feeds more comprehensive and accurate data into CDM about a customer’s online channel activity. This will help companies make even better decisions and improve the customer experience even further.”

Yves Boulanger continues, “By supplementing Chordiant’s CDM with Speed-Trap’s intelligent dynamic collection and real time engine, we are able to drive real-time personalised content and receive and interpret customer behaviour from which our clients can re-evaluate NBAs that bring theirs customers closer to a decision – and deploy these solutions more quickly and effectively than ever before.”

Malcolm Duckett, VP Operations, concludes, “We think this is a great announcement, BIMA have developed a market-leading solution, capitalising on our Real Time Engine and Chordiant’s excellent technology to deliver real cross-channel real-time personalisation. Our ability to capture and analyse every interaction with the site is critically important when selecting the most appropriate next action, and we are able to do this to levels of accuracy and detail which site owners have only ever dreamt about. By eliminating the tagging process, users can instrument the whole website in minutes and collect all the data they need with no effort, allowing them to spend their time on exploiting the insight the system provides, instead of the endless tagging and data cleansing which was associated with traditional tagging systems.”


About BIMA

BIMA* Consulting (*Business Intelligence and Marketing Automation). BIMA Consulting is a business and technology consulting firm that specialises in solving Operational Marketing issues. We help our clients improve their marketing processes, optimise their investment in campaign management and decisioning solutions. Our in-depth knowledge and hands-on experience of the leading solutions in the market place make us the recognised experts in real-time decisioning and campaign management. We work with many Blue-Chip organisations across the world in the following areas: Real-time decisioning in on-line and multi-channel environments, Marketing and customer management, Marketing automation, Business intelligence, Programme management in customer marketing projects.

About Speed-Trap

Speed-Trap is a provider of software that uses Web 2.0 technology to capture and analyse interaction at the user interface – whatever the device e.g. mobile, iPhone, PDA, gaming console, or technology deployed e.g. webpage, Flash, Flex, AJAX etc. – to deliver complete real-time data on every visitor and user of your online applications – complete online customer insight.

Speed-Trap’s systems have come to define a new approach to the integration of on-line applications into an enterprise’s Information Architecture. The system’s User Interface Capture functionality provides a definitive, flexible and reusable source of customer, behavioural, process and performance data from any internet, intranet or extranet application.

Speed-Trap’s customers use their patented and tag-free Dynamic Collection™ solutions to drive applications as diverse as Fraud Detection, Marketing Automation, Campaign Measurement, Usability & Design, CRM systems and Web Analytics.

With an integrated, interactive reporting suite and options to directly populate Enterprise Data warehouses via its alliance with Teradata, it represents the leading edge of advanced on-line channel data capture, analysis and delivery systems. Companies like The SAS Institute utilise Speed-Trap’s technology in their SAS for Customer Experience Analytics product that couples their world-class analytics, marketing tools with Speed-Trap technology to provide integrated cross-channel marketing and customer insight.

Based in the UK, Speed-Trap delivers its solutions directly and via a range of OEM, reseller and system integration partners around the world. Direct customers include Alliance & Leicester, AXA, directgov, Betfair, Paddy Power, PC World Business, ghd and WH Smith. Speed-Trap’s partners include the SAS Institute, Teradata Corporation, Arcade e-Business, BIMA and Zencos LLC.


Press Contact: Will Gardiner, Willg@itpr.co.uk, 01932 578 800

Published on: 6:06PM on 8th May 2009