P&O Ferriesis to use software
from Speed-Trap to monitorhow customers
use the P&O website.
The customer relationship management (CRM) software
will use Web 2.0 technology to gather data about each
individual visit to the website, rather than presenting the
technical and marketing teams with historical, general and
demographic information.
The technology is deployed with only one change, avoiding the
need to individually and manually tag every page and link.
This allows P&O Ferries to monitor their customers'
interactions on the site, regardless of how it might change in the
future. Understanding the behaviour of online customers will allow
the firm to make marketing decisions based on these visits.
Dan Acarnley, web manager at P&O Ferries, said, "Speed-Trap
replaced our pre-existing and limited web analytics system, which
only provided us with generalised information with no individual
detail, and was particularly onerous to deploy as it required
countless dynamic tags to be manually placed throughout the
site."
He said, "The way the Speed-Trap technology can be implemented
was really the selling point from our point of view.
"With Speed-Trap, implementation is quick and easy. You write
one line of code on the site and you can simply configure the
analysis from the dashboard to instantly retrieve the specific data
you need at that particular time for that particular purpose. The
time savings in deployment alone are massive."
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