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Complex eCommerce platform deploys Speed-Trap to drive its online marketing campaigns
Archived article dated Friday November 9th 2007
Customer insight software from Speed-Trap has been selected by Betfair to monitor and dynamically manage the content of the Betfair website
The Speed-Trap software uses Web 2.0 technology to capture and deliver complete, real-time data on every individual on-line customer and prospect. The order is for an annual licence for Betfair to use Speed-Trap across the complete site and includes implementation, consultancy, training and ongoing support services.Based upon detailed analysis of their current and historic on-line behaviour and experience, the Speed-Trap software will allow Betfair to drive and monitor its on-line marketing activity and business processes. Allowing its operators to make calculated and informed decisions about how customers can be marketed to and revenues increased in the most effective manner
Barry Bone, Group Procurement Manager for Betfair, explains, “We can actually investigate what people are looking for, precisely what they look at, where they 'hover' and how they get to the end point they want. As a consequence we can tailor our products and our services to react to the customer and give them the best user experience possible. That's what makes people come back, time and time again.”
Bone continues, “Whilst it was interesting to know how many page impressions the site had received and which pages have been most viewed, this didn't fundamentally help us when it came to making real decisions about the site. Speed-Trap has taken us on to the next level. It gives us real insight into our customers' behaviours.”
Flash imagery is a key part of the construction of the Betfair site, so it was essential that Speed-Trap had the capability to cope with the nuances of the Betfair web-sites, which are primarily based on AJAX technology, especially on their marketplace pages. The new software from Speed-Trap will replace bespoke monitoring technology and a web log analysis system which had been written internally by Betfair IT staff.
Bone continues, “The system which we had developed internally was effective to a point but the analysis and interpretation of this information was problematic. Primarily, because it came from a multitude of different sources, unifying the information into a single viewpoint where it could be sensibly analysed was time-consuming and complicated. However, with Speed-Trap as a single source, we can get the information much more quickly and use it for vital business decisions throughout all of our departments.”
Speed-Trap is a Web 2.0 application which sits within each web-page deployed. It is automatic to deploy and captures complete customer experience and behavioural data on a real-time basis.
Tagged as: speed tap | online | consumer behaviour
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