Marketing Automation

Speed-Trap http://www.speed-trap.com the online customer insight software provider, today launches its analytics for adobe air applications, Speed-Trap's unique capability to capture and process detailed data on users' interactions with Adobe AIR applications, despite their being based on the desktop, not in the browser.

Rich internet applications are no longer solely implemented in browser environments, and with the introduction of Adobe AIR in early 2008, many organisations are starting to implement their rich internet applications as standalone, including companies like the BBC, eBay and PayPal. Indeed, as of February 2009, Adobe AIR had been installed over 100 million times.

Traditional web analytics packages are only able to capture activity within traditional websites accessed via the browser, and are therefore unable to monitor rich internet applications, an increasingly significant proportion of the online market, failing to provide the entire view of the customer. However, Speed-Trap has now extended its Dynamic Collection(TM) technology http://bit.ly/sttech to include analytics for adobe air applications and the ability to capture and analyse the user interaction and behaviour from this new generation of rich internet applications - transforming the user's action and experience into meaningful customer relationship information.

Malcolm Duckett , VP Operations at Speed-Trap http://bit.ly/stteam explains, "Up until this point, traditional web analytics packages have been blind to interaction with web-enabled and rich internet applications that run on desktops or on mobile devices. This inability to capture data on interactions through a different web medium has left a gaping hole in companies' understanding of their customers, which our analytics for adobe air applications is intended to fill."

Speed-Trap's unique analytics for adobe air applications technology, launched within Speed-Trap Version 7 http://bit.ly/stcap can capture all 'events' within the Adobe AIR or rich internet applications, 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 this data, companies can drive the latest generations of real-time CRM, personalisation and targeted marketing applications. Moreover, the same Speed-Trap systems can analyse their web, AIR and rich internet applications. Companies will have all the data they need down to the level of a single key-stroke or click, across all mediums, allowing a truly 360 degree view and profile of every customer.

Duckett continues, "We have further extended the functionality and scope of our Dynamic Collection(TM) technology by allowing our clients whose rich internet applications run on desktops via Adobe AIR to appreciate precisely how, when and why their customers use the applications. This insight was previously impossible to gather, but is vital for driving smart marketing programs that generate the best possible return, or for understanding if their applications are reaching the correct audience or proving to be of sufficient value to the user."