Gambling site bets on web analytics, the online sports betting business, is to replace its in-house web analytic capability with new, web 2.0-based monitoring software to improve its understanding of its customer experiences.

The bookmaker's websites, and particularly their marketplace pages, are primarily based on Asynchronous Javascript And XML (AJAX) with Flash imagery making up a key part of their construction, so the new system had to replace the bespoke monitoring technology and a web log analysis system that had been written internally by Betfair IT staff.

Barry Bone, group procurement manager for Betfair said that, while the bespoke system was able to provide information on how many page impressions were received and which pages had been most viewed, this information did not fundamentally help when it came to making business decisions about the site.

He said: "The system we had developed internally was effective to a point but the analysis and interpretation of this information was problematic. Primarily, because it came from a multitude of different sources, unifying the information into a single viewpoint where it could be sensibly analysed was time-consuming and complicated."

The company has now invested in web 2.0-based, customer insight software that sits within each web page deployed from e-commerce analytics firm Speed-Trap to capture and deliver data in real time on individual online customers and prospects.

Bone said: "We can actually investigate what people are looking for, precisely what they look at, where they 'hover' and how they get to the end point they want. As a consequence, we can tailor our products and our services to react to the customer and give them the best user experience possible. That's what makes people come back, time and time again."

Miya Knights

A 25-year veteran enterprise technology expert, Miya Knights applies her deep understanding of technology gained through her journalism career to both her role as a consultant and as director at Retail Technology Magazine, which she helped shape over the past 17 years. Miya was educated at Oxford University, earning a master’s degree in English.

Her role as a journalist has seen her write for many of the leading technology publishers in the UK such as ITPro, TechWeekEurope, CIO UK, Computer Weekly, and also a number of national newspapers including The Times, Independent, and Financial Times.