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London Business SchoolLondon Business School uses speed-trap Limited’s Prophet to accurately review & track visitor’s behaviour through its public website.The School’s external facing website (www.london.edu), which went live with speed-trap in July this year, was initially implemented in order to track site usage and help the School achieve key objectives in several areas: Commercial – to increase and fill student places, Content – to increase market share and knowledge, Marketing – to accurately research which marketing activities are most successful, and Self service, e.g. booking online, etc. Commenting on selecting speed-trap for use on their website, Gowri Sivakumaran, Manager, Web Technology Unit at London Business School said: “We’ve implemented speed-trap for a number of reasons which can be best summarised under two headings; "finding new ways to bring visitors to our site and retaining those who have visited by ensuring we meet their needs”. Sivakumaran continued, “by observing and capturing visitor’s behavioural data which speed-trap allows us to do, the school is better able to understand website visitor preferences and needs". This affords much more valuable marketing insight than traditional demographics which crudely lump people together. |
