NEWBURY, England -

- Version 7 of unique Tag-Free Online Channel ETL System From Online Customer Insight Specialist Speed-Trap, Provides Real-time Online Analytics Support for a Host of New Mobile and Gaming Platforms and Latest Generations of Rich-media Applications, and Support for Teradata Interactive Web Intelligence Program

Speed-Trap, tr.im/STabout the online customer insight specialist, today released the latest version of its unique online customer insight system - Speed-Trap Version 7. The new online channel ETL and real-time online analytics software includes an extensive range of features designed to allow its users to better understand their online customer base across all mediums, and the customer experience being delivered.

Broadest Feature Set

Speed-Trap 7 includes: tr.im/STapps

- extensive new support for mobile devices and games consoles - support for tag-free(TM) data capture from the latest rich-media technologies, including Microsoft Silverlight, and Adobe AIR platforms - real-time online analytics - second-by-second “streaming reporting” down to the level of individual users of instrumented web sites, and applications[1] - online channel ETL - full integration with Teradata’s(TM)[2] Integrated Web Intelligence (IWI) Program tr.im/STpartners - overlay reports in its real-time OLAP reporting tools and interactive dashboards - a host of new captured events to allow greater monitoring capability of customers’ interaction with dynamic and AJAX sites - video player capture features to report on cue-points in video content - real-time web-service interfaces to support Cloud Computing service delivery.

Teradata IWI Integration - online channel ETL

Malcolm Duckett, VP Marketing at real-time online analytics and online customer insight provider Speed-Trap tr.im/STcontact explains, “We are very excited - Version 7 and its particular functionality for online channel ETL is the most significant release we have ever made. The relationship with Teradata provides us the database capacity and performance to work with the largest web sites, and our integration with their IWI program in Version 7 means customers can create a real-time, cross-channel view of their visitors and achieve maximum online customer insight and online channel ETL. This real-time online analytics data can then be used to drive personalisation and targeted marketing programs via IWI’s integration with systems like GoogleAdWords and DoubleClick’s ad server technology.”

David Grant, vice president for global industry solutions for communications, media, entertainment and utilities, Teradata Corporation, says, “Speed-Trap’s tight integration with Teradata enables clients to deploy an IWI solution in a matter of a days or weeks. In addition, they can make use of its continuous real-time feeds into the data warehouse driving live targeting and personalisation campaigns that can make a real difference to business performance in online and multi-channel enterprises.”

Extended Mobile Support

Speed-Trap’s Tag-Free(TM) Dynamic Data Capture system has supported capture from almost all browsers since the first releases, but Version 7 brings specific features to improve online channel ETL support from mobile devices and games consoles and therefore achieve complete online customer insight. It now provides full capture from all the latest generation of mobile browsers including BitStream Bolt and Skyfire.

Real-time Streaming Reports

Lincoln Goldspink, Speed-Trap’s CTO explains, “By harnessing our real-time online analytics and real-time data capture and Real-Time-Engine (RTE)[3] analytical technology we have been able to take our dashboard and reporting systems to the next level, delivering second-by-second real-time online analytics updates of what is happening on our customers’ web sites and applications, thereby empowering full online customer insight and online channel ETL. As business applications become more and more interactive, and campaigns respond to the real-time online analytics of customers’ actions, it was vital to deliver matching reporting solutions. So in Version 7 our Reporting Studio and Dashboard applications take their data feeds directly from RTE, providing a live feed for campaign managers, call centres and site designers’ needs.”

Dynamic Overlays

Version 7 also introduces “Live Browser Overlays” for Speed-Trap’s Reporting Studio and Dashboard applications. Simon Burton, Speed-Trap’s VP of Sales explains, “Overlay reporting has long been a feature of many Web Reporting systems. However, with Version 7, Speed-Trap have taken this functionality to the next level and replaced the static overlay pictures provided by the previous generation of Web Analytics products, with Live Browser Overlay reports. This technology allows the user to browse the site they are analysing exactly as their users would and then dynamically call up data overlays providing information on clicks, conversation rates, visitor counts and a host of other data, all displayed on the actual live pages the users see. Most importantly the technology will not just show static “pictures” of the data, but interactive displays which change as the web pages change (e.g. dynamic AJAX-driven menus) and can be filtered based on user segments. For example, it will show which links and forms were used by visitors who purchased during their visits, or dropped out at a key stage, or came from a specific marketing campaign. Without Live Browser Overlays it is almost impossible to analyse visitor behaviour on the latest generation of dynamic sites.”

Enhanced Capture for Dynamic Sites and Video players

Version 7 includes a set of new events to supplement the online channel ETL technology that enhance the system’s ability to work with dynamic sites. This includes the ability to track JavaScript variables, and new events that are generated when objects or content the system is asked to monitor appear or disappear from the page, allowing for the tracking of the impact of specific promotions or design elements.

The real-time online analytics support Speed-Trap provides to analyse use of video players such as Real Player, Windows Media Player and Quicktime is now enhanced to provided notifications as visitors reach defined “cue-points” in Flash and Windows Media Player videos. This allows the site or application owner to understand which segments of videos were watched by the visitor. This is important if a video included embedded advertising content or important sections in instructional videos.

[1] “Instrumented” is the term used by Speed-Trap to describe web sites and applications which use Speed-Trap’s unique Tag-Free(TM) data capture technology to provide their owners with detailed, accurate, real-time data on every visitor’s behaviour and experience.

[2] Teradata is a registered trademark of Teradata Corporation.

[3] RTE is Speed-Trap’s Real-Time-Engine analytical server, which utilises state-event machine technology to provide millisecond accurate business-event reporting on live visitor sessions.

About Teradata

Teradata Corporation (NYSE: TDC) is the world’s largest company solely focused on raising intelligence through data warehousing, data warehouse appliances, consulting services and enterprise analytics. Teradata is in more than 60 countries and on the web at www.teradata.com

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, Adobe AIR, Silverlight, 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 online 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 partnership with Teradata, it represents the leading edge of advanced online 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 Consulting and Zencos LLC.

For further information, please contact: Malcolm Duckett Speed-Trap Tel: +44-(0)1635-230-630 www.speed-trap.com/ Will Gardiner/ Nicola Miller itpr Tel: +44-(0)1932-578-800 www.itpr.co.uk/

Source: Speed-Trap

For further information, please contact: Malcolm Duckett, Speed-Trap, Tel: +44-(0)1635-230-630, http://www.speed-trap.com/. Will Gardiner/ Nicola Miller, itpr, Tel: +44-(0)1932-578-800, http://www.itpr.co.uk/