Paddy Power: online customer analytics is boosting performance

Paddy Power, the bookmaker, has renewed a customer experience analysis contract with Speed-Trap to continuing monitoring customer usage following a redesign of its website.

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Paddy Power, the bookmaker, has renewed a customer experience analysis contract with Speed-Trap to continuing monitoring customer usage following a redesign of its website.

Over half of the firm's revenues now come from the firm's Paddypower.com online betting and games portal, with Speed-Trap analysis software responsible for monitoring over 70% of customer activity on the site.

Under the new licensing, training and support contract, worth over £100,000, Paddy Power will continue to use Speed-Trap to collect data from its websites and create an analysis to help it understand how best to interact with its customers.

The software highlights how well different customer routes through the site are operating, which links are used most often and ease of navigation.

The data collected is used by the bookmaker to make changes to the site to boost revenues and to improve the online customer experience, the firm said.

Stephen Lovell, content user experience manager at Paddy Power, said that before using Speed-Trap's data trails, Paddy Power “constantly had to second guess our customers and what improvements were needed”.

He said Speed-Trap was originally chosen over rival technology because it could "build a genuine end-to-end picture of a customer’s journey through the site, telling us where, when and how they bet,” he said.

“With this customer information we can make far more accurate and conclusive judgements about how our service should be modified to maximise existing usage and increase potential users.”

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