Marketing Databasics partners with Speed-Trap to track web behaviour

by Paul McNally, Brand Republic 04-Sep-08, 10:00

LONDON - Data analytics firm Marketing Databasics has signed a deal to use tracking technology from web monitoring specialist Speed-Trap on its clients' websites.

The data specialist, which works for clients including Barclays and HBOS, has begun using Speed-Trap's customer insight software to find out more about how people interact with online marketing campaigns.

Marketing Databasics managing director Mark Robinson said being able to track the exact journey used by visitors through a website would help it better understand their online behaviour -- and tailor marketing accordingly.

Robinson said: "Partnering with Speed-Trap will enable our clients to track individual customer journeys and therefore gather full insight into the activity and attraction that is taking place online."

Robinson added that the audience insight would also allow "real-time personalisation and triggered/targeted marketing programmes" to be put in place.

The Speed-Trap server-side software captures and compiles real-time reports on what individual web users are doing on a website.

The technology provider's clients include Alliance & Leicester, Betfair and MoneySupermarket.com.