Accurate, real-time and individual customer data profiles from Speed-Trap to be integrated with data from other channels by Database Group, to provide full multi-channel appreciation of customer base and marketing effectiveness.

30 November, 2009. Speed-Trap, the online customer insight provider, has partnered with Database Group, the customer data company, to provide the online data capture element of The Database Group’s multi-channel customer data collection and analysis.

The Database Group will recommend and sell Speed-Trap’s patented and tag-free Dynamic Collection™ products so as to provide a reliable and deeper source of online customer data to its clients, before integrating this data with that of other channels. Neil Evans, Sales and Marketing Director at Database Group, explains, “Speed-Trap provides us with a renewed understanding of a client’s online customers, which we can integrate with the data we have gathered from other channels, to provide the full picture of the customer base. This multichannel view allows marketing departments to confidently adjust their campaigns for maximum impact across a range of channels.

Evans continues, “Where Speed-Trap stands apart from its competitors, many of whom we have used in the past, is its ease of implementation and the breadth and depth of data collated. It seems counter-intuitive that a product that captures such a vast amount of information from the online channel should be so quick and easy to implement. However, because of its lack of reliance on tagging, Speed-Trap’s single line of code can be inserted into the web page in minutes, and instead of gathering only selective information relating to a set of tags, all possible data on the interaction with the website is captured and then stored– one per customer.”

Evans adds, “Because every customer’s individual profile is stored, the customer’s online and offline activity can be matched together so as to provide a complete all-channel picture of their interaction with the marketing promotions and the brand as a whole. Without this focused insight into the customer base, marketers simply cannot justify their budget spends with any tangible degree of certainty, and yet achieving this single view of the customer is surprisingly rare.”

Malcolm Duckett, VP Operations at Speed-Trap, comments, “There is currently a dawning realisation within the marketing arena, arguably driven by recent economic conditions, that data is absolutely critical, and that the depth of this data has to go beyond generic high street store transactional data or the number of monthly website visitors and average basket size. The data has to be accurate, up-to-date and personal – until you have a single view of the individual customer and the specific ways he or she interacts with your brand across all channels, there is no way of knowing whether or not your communications are hitting the mark, or even how your business is faring as a whole.”

Speed-Trap’s unique in-page technology can capture all online data ‘events’ 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 the data collected, companies can drive the latest generations of real-time CRM, personalisation and targeted marketing applications.

Evans concludes, “Customer data has for too long only appeared on the board level agenda as a faculty of the IT department, or as a minor point on the Marketing department’s list. Without acting on accurate and reliable data on your customers’ dialogue with your brand and products, then company strategies can never be anything more than guesswork.”

ENDS

About Speed-Trap

Speed-Trap is a provider of software that uses Web 2.0 technology to capture and analyze 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, behavioral, 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 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 utilizes 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, P&O Ferries, PC World Business, ghd and WH Smith. Speed-Trap’s partners include the SAS Institute, Teradata Corporation, Arcade e-Business, BIMA Consulting.

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: 10:21AM on 15th December 2009