Speed-Trap launches industry-first online analytics software that captures and analyses visitor interaction with non-browser-based Adobe AIR applications.

19 May 2009: Speed-Trap, the online customer insight software provider, today launches a unique capability to capture and process detailed data on users’ interactions with Adobe AIR applications, despite their being based on the desktop, not in the browser.

Web applications are no longer solely implemented in browser environments, and with the introduction of Adobe AIR in early 2008, many organisations are starting to implement their internet-enabled applications as standalone applications, including companies like the BBC, eBay and PayPal. Indeed, as of February 2009, Adobe AIR had been installed over 100 million times.

Traditional web analytics packages are only able to capture activity within traditional websites accessed via the browser, and are therefore unable to monitor this increasingly significant proportion of the online market, failing to provide the entire view of the customer. However, Speed-Trap has now extended its Dynamic CollectionTM technology to include the ability to capture and analyse the user interaction and behaviour from this new generation of internet-enabled applications – transforming the user’s action and experience into meaningful customer relationship information.

Malcolm Duckett, VP Operations at Speed-Trap, explains, “Up until this point, traditional web analytics packages have been blind to interaction with web-enabled applications that run on desktops or on mobile devices. This inability to capture data on interactions through a different web medium has left a gaping hole in companies’ understanding of their customers.”

Speed-Trap’s unique technology, launched within Speed-Trap Version 7, can capture all ‘events’ within the Adobe AIR application, such as selecting a check box, clicking an image, entering text or selecting a tab as a real-time stream of rich customer-focussed data. Using this data, companies can drive the latest generations of real-time CRM, personalisation and targeted marketing applications. Moreover, the same Speed-Trap systems can analyse their web, rich media and AIR applications. Companies will have all the data they need down to the level of a single key-stroke or click, across all mediums, allowing a truly 360 degree view and profile of every customer.

Duckett continues, “We have further extended the functionality and scope of our Dynamic CollectionTM technology by allowing our clients whose applications run on desktops via Adobe AIR to appreciate precisely how, when and why their customers use the applications. This insight was previously impossible to gather, but is vital for driving smart marketing programs that generate the best possible return, or for understanding if their applications are reaching the correct audience or proving to be of sufficient value to the user.”

ENDS

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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, Adobe AIR, Silverlight, Flash, Flex, AJAX etc. – to deliver complete real-time data on every visitor and user of all 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 partnership 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.

For further information, please contact:

Malcolm Duckett
Speed-Trap
Tel: +44 (0) 1635 230 630
Fax: +44 (0) 1635 230 435
Email: malcolm.duckett@speed-trap.com

Will Gardiner
itpr
Tel: + 44 (0) 1932 578 800
Fax: + 44 (0) 1932 578 801
Email: willg@itpr.co.uk

Published on: 1:01PM on 26th May 2009