Speed-Trap's tag-free solution helps deliver top-notch customer experience for Hilton Hotels
Speed-Trap today announced the results of performance testing they have been undertaking with a number of their customers.
Newbury 10 March 2009- Speed-Trap’s unique in-page data capture technology (which powers their range of web analytics, targeted marketing and CRM solutions) delivers unprecedented detail and accuracy. This is achieved by the way it captures the customer’s interaction at the user interface (inside the web page) and makes this data available to allow the site owner to tailor the site to deliver the best customer experience possible.
Hilton Hotels Corporation, the leading global hospitality company, decided to use a Speed-Trap solution to augment the data from their WebTrends installation and help them better understand the visitors to their sites and measure the quality of user experience the new site was delivering. However, they wanted to be sure that the Speed-Trap technology would itself not affect site performance.
As Malcolm Duckett, VP Operations at Speed-Trap explains, “Our customers are typically very focused on maintaining high service quality to their customers, and are therefore concerned that Speed-Trap technology will not affect site performance or customer experience because of the depth of data captured and Speed-Trap’s unique approach.”
Duckett continued, “While a technical analysis of Speed-Trap’s Dynamic Collection™ technology suggests that there will be negligible impact and in some cases an improvement in performance, many customers really want to see that proven on their own site. So as part of the deployment on Hilton’s new “Pangea” web site, they decided to do a ‘before and after’ analysis of performance with and without Speed-Trap’s technology in place”.
Hilton Hotels web team undertook this analysis, using a website performance monitoring system, and results showed that in fact, the website performed with no perceptible difference in speed once the Speed-Trap system was in place. Oystein Ulrichsen, HICOM Operations Manager for Hilton Hotels, comments, “We identified the impact of the Speed-Trap script and there was less than a half second, one-off, penalty for each user to download the main script, and subsequently a few milliseconds for data transfers to Speed-Trap on each page.”
Duckett comments, “It is a great result and validates our claims, analysis and the experience at other Speed-Trap customers – we need to thank Hilton for being good enough to share their data. This insight shows that switching from a traditional tag-based web analytics to Speed-Trap’s tag-free technology will typically result in an improvement in site performance due to the reduction in tagging overhead. As Oystein Ulrichsen says, ‘The Speed-Trap technology only incurs a one-time overhead for each user whereas a traditional tagging solution results in a tagging overhead on every page viewed from the site’”.
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About Speed-Trap
Speed-Trap is a provider of software that uses Web 2.0 technology to capture and analyze 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, behavioral, 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 utilize 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.
Media Contacts
For further information, please contact:
Malcolm Duckett
Speed-Trap
Tel: +44 (0)1635 230 630
Fax: +44 (0)1635 230 435
Email: malcolm.duckett@speed-trap.com
Will Gardiner
The itpr Group
Tel: +44 (0)1932 578 800
Fax: +44 (0)1932 578 801
Email: willg@itpr.co.uk
