Empowering Data-Driven Marketing: Teradata Introduces “Interactive Customer Engagement”


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New Data-Driven Marketing Offering Helps Businesses Use Digital and
Traditional Insights to Drive Cross-Channel Customer Conversations,
Strengthen Loyalty and Increase Revenue

NEW ORLEANS, Louisiana — Teradata Corporation (NYSE: TDC), the leader in
analytic data platforms, applications and services, today introduced
“Interactive Customer Engagement,” a new Integrated Marketing Management
(IMM) offering that combines the power of multiple Teradata solutions to
give marketers the ability to leverage and learn from digital and
traditional data so they can engage customers and prospects with consistent,
personalized messaging across multiple channels, strengthening the overall
brand experience, building customer loyalty and driving revenue growth.

Interactive Customer Engagement continues Teradata’s leadership in
integrated marketing by bringing together big data analytics, data delivery,
behavioral and contextual data and comprehensive predictive analytics, plus
real-time messaging, to deliver enterprise customers the ability to
disseminate relevant real-time messages across multiple channels.

Data-Driven Marketing

For years, marketers have focused on creating strong and recognizable brands
by promoting products and services through various channels and creating
campaigns to support and advertise their offerings.

But customers in today’s data-driven economy want something different. They
expect a positive, seamless, and personalized two-way experience no matter
how — or when — they choose to engage. To deliver, marketers must harness
their data – big data, small data, all data — and use the wealth of
insights available from digital and traditional channels to engage customers
and prospects in highly personalized, intelligent, one-to-one messaging,
regardless of channel.

“Customers don’t interact solely with your web site, a call center or
in-store cashier. They engage with your whole business over time through all
of these channels and more, both in-store and online, and they do it on
their terms and time frame. Whatever way and whatever time they choose to
engage with your brand, that is where marketers should meet them, to
strengthen loyalty and build lasting customer relationships,” said Darryl
McDonald, president, Teradata Applications (formerly Aprimo). “And with
Teradata’s new Interactive Customer Engagement offering, now they can.”

By adopting a data-driven approach – and this four-step scenario, marketers
can fuel more engaging, individualized experiences and relationships:

1. Integrate & Understand: Gather and connect customer data from all
available channels to develop a 360-degree customer view.
2. Analyze & Discover: Fully understand multi-touch attribution, which
assigns values to different touch points of the customer journey, to inform
intelligent decision-making.
3. Optimize & Act: Leverage insights to optimize spend and ensure customers
are receiving the right offer via the right channel at the right time. Every
4. Execute & Deliver: Understand the best channels to communicate and
deliver personalized messages to the customer.

The Power of Teradata Solutions

Teradata’s Interactive Customer Engagement solution integrates all of the
company’s most powerful technologies, including a Data Discovery platform
(Teradata Aster), a Big Data Analytics Warehouse (Teradata Enterprise Data
Warehouse), a real-time decision engine (Real Time Interaction Manager), and
the ability to deliver analytic intelligence downstream in event-driven
communications (Campaign Manager and Digital Messaging Center). The result
is a broad and highly scalable, integrated solution for extending enterprise
customer insight into real-time message delivery across channels. Put
another way: Big data scope + freshest data delivery + behavioral and
contextual data + comprehensive predictive analytics + real-time messaging =
Maximized business results.

With its thorough and detailed data-driven understanding of customer
behaviors, Interactive Customer Engagement now empowers marketers to:
• Combine online and offline data to reveal new insights;
• Deliver optimized, personalized, real-time offers based on historical and
in-session contextual data and search results;
• Coordinate offers across online and offline channels in real-time;
• Leverage industry-leading campaign management and email delivery
functionality to identify and communicate more relevant and personalized
offers to the customer;
• Gain a clearer view of both the customer’s path to purchase as well as his
or her journey through various channels;
• Have a better understanding of paid channels’ roles and effectiveness in
converting browsers into buyers;
• Deliver relevant, meaningful real-time offers across multiple channels by
learning from previous interactions and aligning with company goals.
Recent industry research underscores that digital technologies and services
stand to contribute to marketing success. In May 2012, Gartner, Inc.
conducted a Web-based survey with 251 marketing executives who support
marketing in U.S. and European companies, and were buyers or influenced the
purchase of digital marketing applications technology and services. Gartner
posed the question, “Which of your organization’s 2012 marketing strategies
are most important to its success?” to only the marketing executives. The
top responses include:
• strengthening the brand across all channels;
• improving the customer experience;
• better using marketing technology and services;
• accelerating speed through real-time analytics and rapid response; and,
• embrace social media.

Customer Case Study Vignette: Shop Direct Group

Shop Direct Group, the UK’s leading multi-brand online retailer and home to
brands including Very.co.uk, Littlewoods and isme, wanted better and more
timely information about their customers, their sentiments and buying
intentions, but couldn’t connect customer experience data across their call
center, website or catalogue. Teradata enabled Shop Direct to capture
customer interaction behavior in a new way, and share those behavioral
insights across multiple channels to support highly relevant and
personalized messages. “We wanted to understand the true intentions of our
customers, and using Teradata to store cross-channel data and perform
analytics, we saw a 20 percent increase in conversion rates for abandoned
basket and browsers; 28 percent incremental uplift with each email sent; a
10 percent reduction in direct marketing costs; and a 50 percent decrease in
printed catalogues,” the company said.

Teradata Interactive Customer Engagement availability is planned for late Q2
2013. To learn more about how Teradata’s new data-driven marketing offerings
can improve your business, visit our Digital Marketing microsite.

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