Speed-Trap Launches Video and Flash Application Web Tracking


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- Speed-Trap launches unique online analytics software that captures and analyses visitor interaction with Rich Media applications such as Adobe Flash, Flex, Windows Media Player, QuickTime or Real Player –

2 March 2009: Speed-Trap, the online customer insight software provider, launches a unique capability to capture detailed data on website visitors’ interaction with Rich Media applications, such as Adobe Flash, Windows Media Player or QuickTime via an extension to their Patented Dynamic Collection™ technology.

Today’s websites are no longer built upon basic HTML – they typically contain many different active technologies to keep the visitor engaged, ranging from a simple Flash banner campaign to a streaming movie or interactive rich media application. But traditional “web analytics” packages are unable to report on how visitors interact with these multimedia applications.

Malcolm Duckett, VP Operations at Speed-Trap, explains, “An understanding of a visitor’s interaction with your website is no longer limited to a sequence of viewed HTML web pages and duration on each one. Instead, websites are using rich media to to deliver a more engaging and emotionally-involving user experience, and so being able to understand how visitors interact with and use these features is essential.”

Duckett continues, “Traditional solutions were unable to identify or monitor the usage of rich media. Even current ‘flash-capable’ Web Analytics solutions required you to add additional ‘tagging and tracking’ code to your applications. Speed-Trap have again broken the mould by adapting their Tag-Free technology to this new type of application. Simply including the Speed-Trap insert will capture all the data you need – clicks, data entry, form submission, content viewed etc. For example, we allow you to see just how much of a promotional video a visitor to your site actually watched, whether the movie was skipped forward to the end, or how they used other interactive components. This insight into rich media interaction is critical when understanding your customer, their aspirations and objectives, and assessing if your applications are generating the optimum return, or proving most engaging to your target audience and valuable customers.”

With the proliferation of the Adobe Flash plug-in (installed on 98% of browsers), many websites are developed entirely on a Flash platform, designed to deliver a highly interactive experience, yet within a single web page. Speed-Trap’s unique technology, launched within Speed-Trap Version 6.2, can capture all ‘events’ within the Flash page, such as selecting a check box, entering text or selecting a tab – an industry first. Using this information, complete analytical information can be reported on just as if it were a standard web page, for example most popular links, success of a form etc, even though all activity happened within the Flash application.

Duckett explains, “A Flash application may be used for allowing visitors to configure their perfect car on a manufacturer’s site. Using our technology, we can show whether the visitors selected alloy wheels and then de-selected when they saw the cost; or whether they ever looked at the finance figures; or entered their contact details but did not click the submission form. All this activity may occur within the visitors’ browsers without them ever submitting any information across the web, and so is missed by most analytics packages. Nonetheless, this is important information about visitors’ behaviour and must be relayed back up the company in order to tailor offers for best effect.”

He continues, “By integrating this data with the other data from the web site, and being able to support many mobile devices Speed-Trap is able to provide a uniquely complete view of your customers experience, interactions and success.


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About Speed-Trap

Speed-Trap is a provider of software that uses Web 2.0 technology to capture and analyse interaction at the user interface – whatever the device e.g. mobile, iPhone, PDA, gaming console, or technology deployed e.g. webpage, Flash, Flex, AJAX etc. – to deliver complete real-time data on every visitor and user of your online applications – complete online customer insight.

Speed-Trap’s systems have come to define a new approach to the integration of on-line applications into an enterprise’s Information Architecture. The system’s User Interface Capture functionality provides a definitive, flexible and reusable source of customer, behavioural, 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 an integrated, interactive reporting suite and options to directly populate Enterprise Data warehouses via its alliance with Teradata, it represents the leading edge of advanced on-line channel data capture, analysis and delivery systems. Companies like The SAS Institute utilise 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, Paddy Power, PC World Business, ghd and WH Smith. Speed-Trap’s partners include the SAS Institute, Teradata Corporation, Arcade e-Business, BIMA, Detica and Zencos LLC.

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