Version 7 of unique Tag-Free online data capture system from online customer insight specialist Speed-Trap, provides support for a host of new mobile and gaming platforms and latest generations of rich-media applications, and support for Teradata Interactive Web Intelligence Program

30th June 2009: Speed-Trap, the online customer insight specialist, today released the latest version of its unique online customer insight system – Speed-Trap Version 7. The new customer insight software includes an extensive range of features designed to allow its users to better understand their online customer base across all mediums, and the customer experience being delivered.

Broadest Feature Set

Speed-Trap 7 includes:
• extensive new support for mobile devices and games consoles
• support for tag-free™ data capture from the latest rich-media technologies, including Microsoft Silverlight, and Adobe AIR platforms
• real-time (second-by-second) “streaming reporting” down to the level of individual users of instrumented web sites, and applications
• full integration with Teradata’s™ Integrated Web Intelligence (IWI) Program
• overlay reports in its real-time OLAP reporting tools and interactive dashboards
• a host of new captured events to allow greater monitoring capability of customers' interaction with dynamic and AJAX sites
• video player capture features to report on cue-points in video content
• real-time web-service interfaces to support Cloud Computing service delivery.

Teradata IWI Integration
Malcolm Duckett, Speed-Trap's VP marketing explains, “We are very excited – Version 7 is the most significant functional release we have ever made. The relationship with Teradata provides us the database capacity and performance to work with the largest web sites, and our integration with their IWI program in Version 7 means customers can create a real-time, cross-channel view of their visitors. This data can then be used to drive personalisation and targeted marketing programs via IWI’s integration with systems like GoogleAdWords and DoubleClick’s ad server technology.”

David Grant, vice president for global industry solutions for communications, media, entertainment and utilities, Teradata Corporation, says, “Speed-Trap’s tight integration with Teradata enables clients to deploy an IWI solution in a matter of a days or weeks. In addition, they can make use of its continuous real-time feeds into the data warehouse driving live targeting and personalisation campaigns that can make a real difference to business performance in online and multi-channel enterprises.”

Extended Mobile Support
Speed-Trap’s Tag-Free™ Dynamic Data Capture system has supported capture from almost all browsers since the first releases, but Version 7 brings specific features to improve support from mobile devices and games consoles. It now provides full capture from all the latest generation of mobile browsers including BitStream Bolt and Skyfire.

Real-time Streaming Reports
Lincoln Goldspink, Speed-Trap’s CTO explains, “By harnessing our real-time data capture and Real-Time-Engine (RTE) analytical technology we have been able to take our dashboard and reporting systems to the next level, delivering second-by-second updates of what is happening on our customers' web sites and applications. As business applications become more and more interactive, and campaigns respond to the real-time actions of the customers, it was vital to deliver matching reporting solutions. So in Version 7 our Reporting Studio and Dashboard applications take their data feeds directly from RTE, providing a live feed for campaign managers, call centres and site designers' needs.”

Dynamic Overlays
Version 7 also introduces “Live Browser Overlays” for Speed-Trap’s Reporting Studio and Dashboard applications. Simon Burton, Speed-Trap’s VP of Sales explains, “Overlay reporting has long been a feature of many Web Reporting systems. However, with Version 7, Speed-Trap have taken this functionality to the next level and replaced the static overlay pictures provided by the previous generation of Web Analytics products, with Live Browser Overlay reports. This technology allows the user to browse the site they are analysing exactly as their users would and then dynamically call up data overlays providing information on clicks, conversation rates, visitor counts and a host of other data, all displayed on the actual live pages the users see. Most importantly the technology will not just show static “pictures” of the data, but interactive displays which change as the web pages change (e.g. dynamic AJAX-driven menus) and can be filtered based on user segments. For example, it will show which links and forms were used by visitors who purchased during their visits, or dropped out at a key stage, or came from a specific marketing campaign. Without Live Browser Overlays it is almost impossible to analyse visitor behaviour on the latest generation of dynamic sites.”

Enhanced Capture for Dynamic Sites and Video players
Version 7 includes a set of new events that enhance the system’s ability to work with dynamic sites. This includes the ability to track JavaScript variables, and new events that are generated when objects or content the system is asked to monitor appear or disappear from the page, allowing for the tracking of the impact of specific promotions or design elements.

The support Speed-Trap provides to analyse use of video players such as Real Player, Windows Media Player and Quicktime is now enhanced to provided notifications as visitors reach defined “cue-points” in Flash and Windows Media Player videos. This allows the site or application owner to understand which segments of videos were watched by the visitor. This is important if a video included embedded advertising content or important sections in instructional videos.


About Teradata
Teradata Corporation (NYSE: TDC) is the world's largest company solely focused on raising intelligence through data warehousing, data warehouse appliances, consulting services and enterprise analytics. Teradata is in more than 60 countries and on the web at

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 online 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 online 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 Consulting and Zencos LLC.

For further information, please contact:

Malcolm Duckett
Tel: +44 (0) 1635 230 630
Fax: +44 (0) 1635 230 435

Will Gardiner/ Nicola Miller
Tel: + 44 (0) 1932 578 800
Mob: +44 (0) 7725 819 554 /+44 (0) 7790 663 569
Fax: + 44 (0) 1932 578 801

Published on: 12:27PM on 2nd July 2009