Paddy Power, the e-business arm of Paddy Power plc implements web measurement and user journey analysis solution to track and segment website visitors to maximise online business

Newbury, Berkshire, 2nd August 2005. speed-trap Limited, the e-business intelligence company, has announced that Paddy Power, the online business arm of Paddy Power plc is to implement Prophet, its Dynamic Data Collection™ technology on their website at Paddy Power is continuing to expand in both the Irish and UK markets, currently having 144 and 32 outlets trading respectively. Paddy Power is Ireland’s biggest bookmaker.

A key requirement for an on-line business such as is to ensure that the customer experience is always excellent and that the business really understands what is working for visitors to the website and what is not. Implementing Prophet to track website visitors and customer behaviour enables to constantly monitor the site, thus ensuring their web visitors have a positive experience and that meets its business goals.

Commenting upon installing Prophet, Peter O’Donovan Business Development Manager at said: “Prophet allows us to observe, analyse and replay the user journey through our website, and that 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 which in turn translates into increase web site effectiveness and revenues.” O’Donovan added: “Previously we have been unable to quickly and accurately access the impact of changes to the user interface. Prophet allows me to instantly access the impact of alterations made to the site.”

Announcing the deal with Malcolm Duckett, speed-trap’s VP of Marketing said: “Unlike other analytics tools, such as those based on web server logs, Prophet works by observing events in real-time in the user’s browser rather than on the server. This enables us to target what really matters – monitoring the visitors and customers, not the technology. We are able therefore to provide powerful, accurate and instant management information, the end result being a visitor friendly and more profitable site”.

Concluding Duckett added: “One of the key criteria for was that any solution had to be robust and reliable because downtime in such a customer focussed business is completely unacceptable from both financial and customer satisfaction perspectives. Prophet has proven itself on both counts since its deployment.”
Notes for editors:

About Paddy Power
Paddy Power is the largest provider of fixed odds sports betting in Ireland. The company operates through licensed betting offices along with operating Ireland's largest telephone (Paddy Power Dial-a-bet) and online ( betting operations. The company also markets its service in the UK.
The company has as an unconventional approach towards betting; Paddy Power is committed to making low-stake betting more entertaining and accessible. Through this strategy the company has developed a strong reputation as "The Punter Friendly Bookmaker" and has become renowned for its unique 'Money Back Specials". For more information please see

About speed-trap
speed-trap is the e-business intelligence company. The company provides technology and solutions that provide accurate, real-time and complete data on the interactions between customers and web sites. Moving beyond traditional Web Analytics 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.
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 for further information.

Media Contact:

Jim Crowther
Ad-Lib International Limited
Tel: 0118 9744189
Fax: 0118 9745066

Published on: 12:00AM on 2nd August 2005