OMG! Marketers tap Teradata for high-ROI customer conversations

United Rentals turns to Teradata for more relevance, acceptance in customer offers
Teradata integrates social media channels for a complete picture of the customer
Consumers today expect more intelligent shopping experiences on any channel 500 million and growing - social media users drive data-driven, real-time marketing

RALEIGH, NC, 8/25/2010 — Teradata Corporation (NYSE: TDC)announced today that the adoption of more powerful database-driven capabilities for real-time customer conversation management across channels is rising – to bring consistency and coherency to customer conversations on the web, in stores, and in contact centers. Teradata Relationship Manager (TRM), a leading enterprise marketing management portfolio, continues to gain global momentum as shoppers become adept cross-channel information consumers and marketing requirements evolve at an explosive pace. One of the most recent businesses to adopt TRM is United Rentals, where TRM is already delivering timely and relevant sales leads to inside and outside sales teams.

Dean Moore, Director of Information Technology, United Rentals states “Our IT and marketing teams are highly business-value focused with real-time technology as a core component – so the information management tools and applications we select must have proven value to deliver on our strategic objectives. We have high expectations and requirements for CRM. In the equipment rental business, being in front of our customers at the right time with the right product offering is essential to winning their loyalty and business. Our marketing intelligence systems, using TRM, allow us to do this by distributing timely and relevant sales leads to our inside and outside sales forces. We’ll soon be using TRM to enable the integration of new direct-to-customer communications, including web, email and print-based marketing."

Marc Schroeder, vice president, Teradata Customer Management Solutions Marketing notes “Never before have marketers faced so much happening all at once – millions of shoppers click and interact – every second, from anywhere – and more than ever from mobile phones. Data complexity, volume and channel dynamics now require split-second data integration and agile analytics. These extreme demands are driving momentum for TRM running on the Teradata database, the only high-end marketing portfolio that scales to mega-terabyte data integration and delivers consistently high return on customer conversations.”

Finally, Jill Dyché, Partner at Baseline Consulting, argues “The increasing demand for complex, cross-channel marketing requires support for a dynamic and wide spectrum of marketing tactics – ranging from event-triggered communications to deep analytics. Consequently, CRM products should support dynamic, multi-touch customer interaction. TRM satisfies these criteria, leveraging the Teradata Database in the bargain. After all, the data is where the action is. CRM products that can optimize their access to information are the ones that will have staying power.”

Teradata Relationship Manager automatically executes sophisticated marketing processes including control groups, personalization, and contact optimization to ensure corporate governance with maximum effectiveness and measurability. Increasingly, TRM software is used for real-time customer interaction, and these approaches are getting high customer response rates. Teradata’s TRM tools for campaign management support marketing goals to create, nurture, and sustain consumer relationships while leveraging data analytics to maximize monetization opportunities throughout the consumer lifecycle and channel. Marketers use TRM to increase the speed and information accuracy for the execution of:

Consumer marketing efforts across every channel and via social media

The expansion of lifecycle contact strategies

Email response rates and opt-in rates, growing consumer data acquisition

Increases in consumer insight, which can be shared with business partners

Advanced modeling development to influence segmentation and contact strategies

Customer experience management architecture establishes the value of “corporate memory” as a means of building all-channel conversations with customers.

The adoption of Teradata customer management tools continues across industries, with new deployments and expansions at companies including Ace Hardware, American Airlines, Electronic Arts, Hallmark, Meredith,, Penn National Gaming, Sabre, Sheetz, Station Casinos and Winn-Dixie Stores in the Americas – plus top marketing programs at Allied Irish Bank, BNP Paribas, COOP Denmark, Etisalat (Middle East), Maybank (Malaysia), Mizuho Bank (Japan), Pannon (Hungary), and Telefonica (Chile). TRM users will lead sessions at the 2010 Teradata PARTNERS event and include CVS Corporation, Lloyds Banking Group and METRO AG.

Schroeder said that fast-rising customer expectations are creating a great demand for all-channel customer experience management, which is technically complex (see graphic). Yet Teradata has built its business on handling data complexity and can scale to meet any needs – and at multi-petabyte levels. The Teradata database is ranked the best in the world and provides the kind of high-volume, detailed customer intelligence in real time that other vendors cannot deliver.

The analytics, communications and process management capabilities of the complete TRM portfolio make it a comprehensive Enterprise Marketing Management (EMM) suite. This means that TRM provides the integration and data management systems that marketers need for peak efficiency and effectiveness. EMM includes Web analytics, campaign management, digital asset management, Web content management, Marketing Resource Management, marketing dashboards, lead management, and event-driven tools.

Teradata has been recognized by analysts as a leading solution provider for a decade. Most recently Teradata Relationship Manager was positioned in the leaders quadrant in Gartner’s report, “Magic Quadrant for CRM Multichannel Campaign Management (MCCM)” by Adam Sarner.

About Teradata

Teradata Corporation (NYSE: TDC) is the world’s largest company solely focused on raising intelligence and achieving enterprise agility through its database software, enterprise data warehousing, data warehouse appliances, consulting, and enterprise analytics. Visit Teradata on the web at

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