Database Group will recommend and sell Speed-Trap’s Dynamic Collection products, as well as incorporating the technology into its cross-channel data collection.

Neil Evans, sales and marketing director at Database Group, said: “Speed-Trap provides us with a renewed understanding of a client’s online customers, which we can integrate with the data we have gathered from other channels, to provide the full picture of the customer base… Customer data has for too long only appeared on the board-level agenda as a faculty of the IT department, or as a minor point on the marketing department’s list.”

Malcolm Duckett, VP of operations at Speed-Trap, said: “There is currently a dawning realisation within the multi-channel database marketing arena, arguably driven by recent economic conditions, that cross-channel customer data and cross-channel data integration is absolutely critical.”