NEWBURY, England, February 13 /PRNewswire/ -- The Econsultancy http://econsultancy.com and Speed-Trap CRM 2.0 Report http://www.speed-trap.com is launched today and presents new insight into the reality of multi-channel strategies. Speed-Trap, the customer insight software provider, reveals that while only 16% of organisations today are able to combine online and offline marketing activity to maximise sales, the vast majority of organisations are now actively looking to capture and integrate the information required into an effective cross-channel marketing integration strategy.

The research was undertaken by Econsultancy http://econsultancy.com during November and December 2008 and asked over 500 companies and agencies to what extent they had implemented a CRM 2.0 strategy.

The Econsultancy and Speed-Trap CRM 2.0 Report showed: - 83% of organisations either definitely or somewhat put their customers at the heart of their decision making - 64% of companies would like to link online and offline data to optimise the user experience - 72% would like to link real time and historical data - 73% want to carry out real-time personalisation based on behaviour.

The Econsultancy and Speed-Trap CRM 2.0 Report clearly reveals that the online market is maturing; that organisations are no longer treating the web as a separate channel but an integral component of overall strategy and want to fulfil a cross-channel marketing integration strategy.

As the online channel takes an increasing mainstream role in revenue generation and customer acquisition, this Econsultancy research reveals that organisations across every market sector recognise the need to improve customer personalisation and cross-channel marketing integration, insists Malcolm Duckett, VP Operations at Speed-Trap http://www.speed-trap.com/contactus.aspx

The research reveals that 83% of organisations either definitely or somewhat put their customers at the heart of their decision making; over a quarter (26%) are committed to creating customer conversations, whilst 25% definitely treat their customers as individuals whether online or offline.

The report, undertaken with Econsultancy, also revealed that while organisations have been content to deliver marketing strategies based on siloed channel data, growing numbers are looking to achieve far greater cross-channel marketing integration. Today, while only 22% of companies can link online and offline data to optimise the user experience, this is the objective of almost two thirds of organisations (64%). In addition, 72% would like to link real-time and historical data; and 73% want to carry out real-time personalisation based on behaviour.

Traditional web analytics solutions over-promised and under-delivered, leaving too many organisations complacently accepting inadequate web information, Duckett says. But the Econsultancy research reveals that organisations are keen to achieve the multi-channel vision and improve personalisation, especially now that the technology required to do so is available.

Duckett concludes, It is extremely positive to see that organisations are now actively looking to leverage the next generation of technology to improve the integration of offline and online information and collect behavioural, aspirational and engagement data. Critically, this data can then be used to drive highly personalised (one-to-one) and innovative multi-channel offers via automated marketing programs and business processes - a scheme that can easily and quickly lead to significantly increased profitability. http://www.speed-trap.com/appindex.aspx

About Speed-Trap http://www.speed-trap.com

Speed-Trap is a provider of software that uses Web 2.0 technology to capture and analyse interaction at the user interface - whatever the device e.g. mobile, iPhone, PDA, gaming console, or technology deployed e.g. webpage, Flash, Flex, AJAX etc. - to deliver complete real-time data on every visitor and user of your online applications - complete online customer insight.

Speed-Trap's systems have come to define a new approach to the integration of on-line applications into an enterprise's Information Architecture. The system's User Interface Capture functionality provides a definitive, flexible and reusable source of customer, behavioural, process and performance data from any internet, intranet or extranet application.

Speed-Trap's customers use their patented and tag-free Dynamic Collection(TM) solutions to drive applications as diverse as Fraud Detection, Marketing Automation, Campaign Measurement, Usability Design, CRM systems and Web Analytics.

With an integrated, interactive reporting suite and options to directly populate Enterprise Data warehouses via its alliance with Teradata, it represents the leading edge of advanced on-line channel data capture, analysis and delivery systems. Companies like The SAS Institute utilise Speed-Trap's technology in their SAS for Customer Experience Analytics product that couples their world-class analytics, marketing tools with Speed-Trap technology to provide integrated cross-channel marketing and customer insight.

Based in the UK, Speed-Trap delivers its solutions directly and via a range of OEM, reseller and system integration partners around the world. Direct customers include Alliance Leicester, AXA, directgov, Betfair, Paddy Power, PC World Business, ghd and WH Smith. Speed-Trap's partners include the SAS Institute, Teradata Corporation, Arcade e-Business, BIMA, Detica and Zencos LLC.

For further information, please contact: Will Gardiner itpr http://www.itpr.co.uk Tel: +44(0)1932-578-800

For further information, please contact: Will Gardiner, itpr, Tel: +44(0)1932-578-800