*** joins burgeoning list of local government authorities implementing speed-trap’s solution to provide quantitative analysis about how websites are being used & to provide insight for improving the public’s web experience... ***

Newbury, Berkshire, September 14th, 2005  speed-trap Limited announced today that Rugby Borough Council has implemented “Prophet e-Gov intelligence”, speed-trap’s Government sector e-business intelligence product, for use upon its website at www.rugby.gov.uk . The implementation follows on from a study of a number of Local Authority websites by Socitm (the Society of Information Technology Management), as part of its Better Connected 2005, Socitm Insight study published in March.

Prophet e-Gov intelligence will be used to provide quantitative and qualitative analysis of how people are using Rugby Borough Council’s website and to provide an insight into how the user experience may be enhanced in the future.

Commenting upon the adoption of Prophet e-Gov intelligence, Michael Shaw, Web Content Manager at Rugby Borough Council said: “Within in an hour of its implementation we'd started using Prophet to improve the usability of the site”! Shaw elaborated: “We found the visualisation facilities particularly helpful; being able to see what visitors to the site were actually doing, or just as importantly, wanting to do, both via click-maps – which show in a clear graphical form exactly where people have clicked as they’ve sought information when they roamed our website - along with the additional capability of being able to see, in real-time, what individual visitors are doing, i.e. being able to even see mouse moves and clicks as they roamed the site, has already given us data which has indicated where and how to modify the site to better help our visitors”.

Citing a simple example Shaw related: “It’s often quite little things that can make a big difference, for example, we are now able to review the search terms on the site, and we’ve picked up on the fact that we did not indicate a service called ‘tip’ which in fact was the third most sought, instead we used the term ‘household waste’ now however, site visitors can find the information they are seeking under T in the A-Z site directory”.

Commenting upon Rugby Borough Council’s decision to implement speed-trap’s e-government solution, Malcolm Duckett, VP Marketing for speed-trap said: “ The government set targets to ensure all council services are available online by the end of 2005 under the Best Value Performance Indicator (BVPI), which it uses to asses how well councils are being run. Prophet e-Gov intelligence was developed specifically to help Local Government web sites; we’ve built a specific solution aimed directly at this sector with pricing and service options tailored for the local government market place. The results obtained via the work we initially did with Socitm, are now being confirmed by the enthusiastic take up and deployment by many innovative local authorities such as Rugby”.

speed-trap provides e-business intelligence solutions across a wide spectrum of both public and private organisations delivering a total view of user experience and behaviour, enabling marketing, operations and management executives of on-line enterprises to view, measure and manage every facet of their on-line presence and applications.

The solutions’ unique strength is its ability to record every aspect of every on-line visitor’s experience and actions in a secure and privacy-conscious way. Armed with this unique dataset, and using speed-trap’s analysis and visualisation tools, users gain a new insight, enabling them to optimise their on-line presence and make bottom-line improvements to their business.

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 www.speed-trap.com for further information.

About Dynamic Collection™
speed-trap’s unique and patented data gathering technology delivers two benefits to speed-trap’s clients. Firstly, it can be fully deployed in less time than any other solution – avoiding costly tagging processes, or complex web server and content management system integration. Secondly, it provides insight and data, which is being used by on-line organisations 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, anonymous personalisation and content management systems.

Media Contact for speed-trap:
Jim Crowther
Ad-Lib International Limited
Tel: 01189 744189
Email: jim@adlibinternational.com

Published on: 12:00AM on 14th September 2005