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SPEED-TRAP’S MOBILE TECHNOLOGY COMPLETES THE VIEW OF ONLINE CUSTOMER EXPERIENCE

Monday, June 29, 2009
Speed-Trap extends the reach of its technology to monitor visitor interaction with websites and web applications to now include activity on mobile devices from Nokia to Nintendo. 30th June 2009: Speed-Trap, the online customer insight provider, has extended its Tag-Free™ Dynamic CollectionTM technology to capture data from website visitors accessing sites via almost any mobile device.

This development allows Speed-Trap customers to build a holistic view of their visitors’ online interaction across both traditional Mac/PC and mobile platforms. Armed with this insight, they can decide how best to market to certain individuals, based upon detailed analysis of their interactions.

Malcolm Duckett, VP Operations and Marketing at Speed-Trap, comments, “With a world that is running headlong into mobile and ubiquitous internet access, having a web analytics solution which only works with traditional browsers within desktop computers would be madness. Today’s internet-enabled mobile devices will become the principal way in which people interact with the brands they do business with. It is therefore essential that the brands are able to determine precisely how, when and why their websites and rich-media applications are being accessed, including when their customers are on the move. When you consider that Speed-Trap can make this data available in real-time, then this can lead to excellent cross-channel marketing opportunities, particularly if combined with location-based technologies.”

Speed-Trap has just made extended mobile device and browser support available within Speed-Trap version 7, and is able to incorporate the mobile activity of the visitor into the evolving individual customer profiles Speed-Trap’s systems build. With the entire history of the visitor’s personal interaction with the site on hand, and the opportunity to add offline CRM data, this complete profile can feed into a behavioural targeting advertising engine, creating a particularly powerful marketing proposition.

Duckett explains, “By combining the full online interaction, including data from mobile devices, with the CRM data gathered via the other channels, targeted advertising and personalisation can be vastly improved. This data can even have an impact on what methods of advertising are best suited to particular people – for example, someone who repeatedly visits the site from a mobile, more so than via a desktop, may well be more susceptible to an SMS advert than an email.”

Duckett continues, “Mobile access to websites is becoming easier and more and more pervasive, and so attaining a full understanding of the motivations and reasons behind a customer visiting your site via a mobile device rather than via a desktop or laptop is crucial. Marketers need to understand whether the visit is the result of offline advertising prompting them, or to perform price comparisons when in-store, or whether it is simply on a whim. Each of these revelations can allow brands to immediately present the individual customer with appropriate offers and site content, but can also offer insight into the effectiveness of other marketing strategies as a whole.”