P&O Ferries sets sight on web analytics

P&O Ferries , the UK-based European ferry operator, has selected customer insight software to monitor and dynamically manage the content of the P&O website.

The software from Speed-Trap will gather complete, real-time data about the website experience for each individual online customer and prospect, as opposed to presenting the technical and marketing teams with static historical, general and demographic information.

Dan Acarnley, web manager at P&O Ferries said: "Speed-Trap replaced our pre-existing and limited web analytics system, which only provided us with generalised information with no individual detail and was particularly onerous to deploy, as it required countless dynamic tags to be manually placed throughout the site."

Acarnley added that the technology was deployed with only one change, avoiding the need to individually and manually tag every page and link, which gives P&O Ferries the flexibility to monitor customers' interactions with the site irrespective of how the site may evolve in the future. This enables the web team to fully monitor the behaviour of online customers so as to make accurate and timely marketing decisions based upon these visits.

"The way the Speed-Trap technology can be implemented was really the selling point from our point of view," he said. "Implementation is quick and easy: you write one line of code on the site and then you can simply configure the analysis from the dashboard to instantly retrieve the specific data that you need at that particular time for that particular purpose. The time savings in deployment alone are massive."

Acarnley also said the prime selling point for the system was its flexibility. "We have implemented the software with the confidence that any future changes won't result in our having to spend weeks of development time changing the configuration of the system," he said.

"The software has the potential to transform our approach to our online customers. With it we can ensure that we are proactively driving the conversion of the site through a better understanding of how our customers use it. Previously, we've only ever been able to see the most basic of information about our visitors - now we'll have complete online customer insight."

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