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Speed-trap launches web analysis tool

E-business intelligence firm Speed-trap has announced the launch of BusinessAlerts, a web analysis tool which provides real-time automated e-mail and SMS alerts for e-businesses. By utilising the data collected by Speed-traps Dynamic Collection technology, BusinessAlerts automatically warns key teams and individuals in any online enterprise when their customers or systems start to behave abnormally.

BusinessAlerts can be set to monitor any key metrics or statistics recorded on a website or browser-based application. This might be the time pages are taking to load on visitors PCs, to departmental sales results, or checking the conversion rates on a key campaign.

All these results are compiled from data gathered directly from visitors as they browse the website, so organisations can be sure they are being informed of the actual user experience, not the arbitrary perspectives of robot-shopping engines.

Malcolm Duckett, vice-principle of marketing at Speed-trap, says: Speed-traps proven e-business intelligence systems have always provided rapid answers on the health of online businesses, but this demanded regular monitoring of the dashboards to be sure key changes were reacted to.

BusinessAlerts redefines the process. People can get on with other work without having to constantly look over their shoulder, confident in the knowledge that BusinessAlerts will automatically alert them if their online system needs attention. BusinessAlerts does this by measuring the actions and experiences of visitors ensuring accurate monitoring of the business.

Once BusinessAlerts has been told the metrics that matter to the business in question, its auto learning system starts building a profile of what normal looks like on the site. This involves understanding how the chosen metrics vary by time of day or day of week, and how variable typical results are. The process will normally take a month to six weeks. This learning phase is key to ensuring that false alarms are avoided, and significant changes to visitor behaviour or site performance are immediately flagged.

Once this profile has been established, the system will switch from learning mode to alerting mode. In alerting mode, any unusual change in the monitored metrics will trigger the system to dispatch automated e-mail alerts to the distribution lists that have been established for the specific exception in question, and by including an SMS gateway in the distribution list, alerts are certain to reach key staff via their mobile phone day or night if necessary.


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