Paddy Power is to install dynamic data collection technology on
its website in a bid to improve customer service. The gaming
company will use Speed-Trap's Prophet system, which analyses events
in real time, rather than relying on web server logs.
Peter O'Donovan, business development manager at Paddy Power,
said, "The system allows us to observe, analyse and replay the user
journey through our website, and that information enables us to
appreciate exactly what visitors wish to do.
"Previously we have been unable to quickly and accurately access
the impact of changes to the Paddypower.com user interface."