Rank Interactive selects Speed-Trap for full eCRM programme.Published: Tuesday, 16 November 2010 16:53
Rank Interactive, part of Rank Group plc, one of the UK’s leading interactive betting providers, has selected online customer insight software from Speed-Trap, and CRM technology from its partner Indicia, previously known as Marketing Databasics, to build an eCRM program. Speed-Trap will feed the individual historical and real-time customer profiles and data that it gathers from site activity into an automated campaign selection process, created by Indicia which integrates the online data with other customer data held in their BI data warehouse.
The Rank Group is a leading European gaming and betting company, headquartered in Great Britain. Rank’s businesses include a number of established leisure and gaming brands including Mecca Bingo, Blue Square, Grosvenor Casinos and Top Rank España.
Harry Parkes, Director of Customer Experience at Rank Interactive, comments, “Because of the very nature of our business, it’s easy for customers to come to any of our sites and investigate our products and games and then leave to compare us with a competitor. We wanted to set up an automated, behavioral, retention system which could encourage prospective customers to return to our sites and fully engage with us.”
Rank Interactive was already focusing on how to increase customer engagement across key segments; having already implemented the Speed-Trap Dashboard software, Rank Interactive brought in Indicia, a database specialist who provides CRM, direct marketing and behavioral analytics services. This move enabled Rank Interactive to use Speed-Trap’s Audience Behavioral Intelligence (ABI) system which lets the user mine and analyze customer data to see how individual visitors to the site are behaving.
Phil Gates, Marketing Director at Rank Interactive, comments, “As well as improving retention and engagement across key sections of our sites, we were also able to model more closely in-bound routes and on-site behavior. Now we have this insight, the websites’ applications and games are constantly evolving to meet our customers’ preferences, and the marketing department can better analyze how successful campaigns are and where further refinements can be made.”
Commenting on Speed-Trap's unique in-page data capture technology Parkes says, “Speed-Trap sets itself apart in respect of its ease of deployment. We are able to implement the technology with literally only one small change to each page of our website - a task that can easily be completed in a single day. In contrast, had we opted for some of the tag based solutions then we would have needed resources dedicated to setting up and managing the stream of literally hundreds of data collection tags required throughout the site. Speed Trap let’s operate more efficiently, focusing resources on analysis rather than implementation.”
Steve Farquhar, Senior Consultant at Indicia, adds, “Rank Interactive realized that using digitally driven data at the customer level had the potential to increase business value. Speed-Trap streams this raw data to us via ABI, and we can then use it to see how customers are behaving onsite. For example on the Blue Square site we were able to see that of all site visitors going through the registration process, 87% were not fully completing it. We can then use the data captured from the browser to send automated and personalized communications to warm prospects who have abandoned the process to improve the websites conversion rate.”
Parkes concludes “The real-time behavioral insights that Speed-Trap and Indicia allows us to make targeted offers, relevant to individual customers at the point they are most interested in that offer, meaning greater relevance for customers and improved conversion levels for our marketing activity.”
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, 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, 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 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 utilizes 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 AXA, Belron (Autoglass), directgov, P&O Ferries, PC World Business and ghd. Speed-Trap’s partners include the SAS Institute, IS Solutions PLC, Teradata Corporation, OnMarc, BIMA Consulting.