Paddy Power to use real-time data analysis on betting site

Tash Shifrin

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 user interface."


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