NEWBURY, England - Unique Online Analytics Software Launched That Captures and Analyses
Visitor Interaction With Multimedia Applications Such as Adobe Flash,
Flex, Windows Media Player, QuickTime or Real Player

Speed-Trap, the online insight software provider
www.speed-trap.com/aboutus.aspx launches a unique capability to
capture detailed data on website visitors’ interaction with Multimedia
applications, such as Adobe Flash, Windows Media Player or QuickTime via an
extension to their Patented Dynamic Collection(TM) technology - multimedia
application web tracking.

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 customer insight on how visitors interact with these
rich media 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 deliver a more engaging and emotionally-involving
user experience, and so being able to gather customer insight on 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 rich media 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 customer 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 customer
insight, 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
www.speed-trap.com/technologyindex.aspx we can show customer insight
on 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
website, and being able to support many mobile devices Speed-Trap is able to
provide a unqiuely complete view of your customers experience, interactions
and success.”

For more information and to download a copy of the Speed-Trap whitepaper,
Measuring Rich Media Applications, please visit
www.speed-trap.com/docs/white%20paper.MRMv1.pdf

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respective owners

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 all 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(TM) 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 and Zencos LLC.

For further information, please contact:
Will Gardiner
itpr
Tel: +44(0)1932-578-800

Source: Speed-Trap

For further information, please contact: Will Gardiner, Itpr, Tel: +44(0)1932-578-800