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August 25, 2009

Speed-Trap launches analytics for Adobe Air applications

To capture and process data on users' interactions with rich internet applications

By CBR Staff Writer

Speed-Trap, an online customer insight software provider, has launched its analytics for Adobe Air applications, to capture and process data on users’ interactions with Adobe Air applications, despite their being based on the desktop, not in the browser.

According to the company, traditional web analytics packages are only able to capture activity within traditional websites accessed via the browser, and are therefore unable to monitor rich internet applications, failing to provide the entire view of the customer. However, Speed-Trap has extended its Dynamic Collection technology to include analytics for Adobe Air applications and the ability to capture and analyse the user interaction and behaviour from rich internet applications.

Speed-Trap said that its analytics for adobe air applications technology, launched within Speed-Trap Version 7 can capture all ‘events’ within the Adobe Air or rich internet applications, such as selecting a check box, clicking an image, entering text or selecting a tab as a real-time stream of customer-focussed data.

Using this data, companies can drive real-time CRM, personalisation and targeted marketing applications, the company said. In addition, Speed-Trap systems can analyse their web, Air and rich internet applications. .

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Malcolm Duckett, VP operations at Speed-Trap, said: We have further extended the functionality and scope of our Dynamic Collection technology by allowing our clients whose rich internet applications run on desktops via Adobe AIR to appreciate precisely how, when and why their customers use the applications.

“This insight was previously impossible to gather, but is vital for driving smart marketing programs that generate the best possible return, or for understanding if their applications are reaching the correct audience or proving to be of sufficient value to the user.

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