Speed-Trap Partners With Database Group for Cross-Channel Data Integration and Multi-Channel Database Marketing

Cross-Channel Customer Data to be Gathered as Accurate, Real-Time and Individual Profiles From Speed-Trap are Integrated With Data From Other Channels by Database Group, to Provide Full Multi-Channel Database Marketing (https://www.speed-trap.com/partners.aspx) Effectiveness and Multi-Channel Appreciation of Customer Base

NEWBURY, England, December 7 - Speed-Trap www.speed-trap.com the online customer insight
provider, has partnered with Database Group, the customer data company, to
provide the online data capture element of The Database Group's cross-channel
customer data (www.speed-trap.com/capture.aspx) collection and
analysis.

The Database Group will recommend and sell Speed-Trap's patented and
tag-free Dynamic Collection(TM) products so as to provide a reliable and
deeper source of online customer data to its clients, before integrating this
data with that of other channels, following cross-channel data integration
(www.speed-trap.com/techbenefits.aspx). Neil Evans, Sales and
Marketing Director at Database Group, explains, "Speed-Trap provides us with
a renewed understanding of a client's online customers, which we can
integrate with the data we have gathered from other channels, to provide the
full picture of the customer base. This multi-channel view allows marketing
departments to confidently adjust their campaigns for maximum impact across a
range of channels."

Evans continues, "Where Speed-Trap stands apart from its competitors,
many of whom we have used in the past, is its ease of implementation and the
breadth and depth of data collated. It seems counter-intuitive that a product
that captures such a vast amount of information from the online channel
should be so quick and easy to implement. However, because of its lack of
reliance on tagging, Speed-Trap's single line of code can be inserted into
the web page in minutes, and instead of gathering only selective information
relating to a set of tags, all possible data on the interaction with the
website is captured and then stored- one per customer."

Speed-Trap's unique in-page technology can capture all online data
'events' such as selecting a check box, clicking an image, entering text or
selecting a tab as a real-time stream of rich customer-focussed data. Using
the data collected, companies can drive the latest generations of real-time
CRM, multi-channel database marketing and cross-channel customer data powered
initiatives, personalisation or targeted marketing applications.

Evans adds, "Because every customer's individual profile is stored, the
customer's online and offline activity can be matched together so as to
provide a complete all-channel picture of their interaction with the
marketing promotions and the brand as a whole. Without this focused insight
into the customer base, marketers simply cannot justify their budget spends
with any tangible degree of certainty, and yet achieving this single view of
the customer is surprisingly rare."

Malcolm Duckett, VP Operations at Speed-Trap, comments, "There is
currently a dawning realisation within the multi-channel database marketing
arena, arguably driven by recent economic conditions, that cross-channel
customer data and cross-channel data integration is absolutely critical, and
that the depth of this data has to go beyond generic high street store
transactional data or the number of monthly website visitors and average
basket size. The data has to be accurate, up-to-date and personal - until you
have, through cross-channel data integration, a single view of the individual
customer and the specific ways he or she interacts with your brand across all
channels, there is no way of knowing whether or not your communications are
hitting the mark, or even how your business is faring as a whole."

Evans concludes, "Customer data has for too long only appeared on the
board level agenda as a faculty of the IT department, or as a minor point on
the Marketing department's list. Without acting on accurate and reliable data
on your customers' dialogue with your brand and products, then company
strategies can never be anything more than guesswork."

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, 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 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(TM) 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 on-line
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 Alliance & Leicester, AXA, directgov, Betfair, P&O
Ferries, PC World Business, ghd and WH Smith. Speed-Trap's partners include
the SAS Institute, Teradata Corporation, Arcade e-Business, BIMA Consulting.

    For further information, please contact:

    Malcolm Duckett
    Speed-Trap
    Tel: +44(0)1635-230-630

    Will Gardiner
    itpr
    Tel: +44(0)1932-578-800

For further information, please contact: Malcolm Duckett, Speed-Trap, Tel: +44(0)1635-230-630. Will Gardiner, itpr, Tel: +44(0)1932-578-800.