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  • admin 10:33 am on January 31, 2015 Permalink
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    Strata + Hadoop World Conference 

    Teradata is participating in the Strata + Hadoop World Conference February 17-20, 2015 as a Zettabyte sponsor.  The conference theme is “Make Data Work- Tools & Techniques that make data work.” Teradata will be showcasing the Portfolio for Hadoop, Teradata Loom, Aster Discovery Platform, Teradata QueryGrid™ and Think Big Services. This is a conference where cutting edge science and new business fundamentals intersect. Visit us at booth #1315!
    Teradata Events

  • admin 10:17 am on January 31, 2015 Permalink
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    Are Super Bowl Ads Worth The Cost? 

    trophyDeflategate” has dominated the conversation over the past week, but most marketers I talk to are interested in something else entirely. When it comes to the Super Bowl, we want to know what’s happening with the advertising.

    According to Money, an ad for Super Bowl XLIX costs roughly $ 4.5 million for 30 seconds of air time, up $ 500,000 from 2014. That works out to $ 150,000 per second. If you’re like me, I’m sure you can’t help but wonder, “Is it really worth it?”

    The answer to that question is complicated and naturally, will depend on who’s responding. But, you can’t discuss Super Bowl advertising today without considering that:

    • Results from the past two years have been less than stellar. The advertising consultancy Communicus tracks changes in the purchase behaviors and intentions of individual consumers and relates these to their Super Bowl commercial engagement. In both 2013 and 2014, Communicus found that four out of five Super Bowl commercials failed to deliver when judged against this standard.
    • Big names, and especially automakers, seem less eager to participate. AdAge reports that there will be about 15 new Super Bowl advertisers this year. The Wall Street Journal says it’s the largest group of first-time sponsors since the dot-com boom.
    • The winning game plan is increasingly elusive. Calculating the ROI of a Super Bowl ad is more complex than ever. What role does social media play? How does real time marketing during the game factor in? (Remember the big wins from brands who tweeted during the half-hour blackout in the middle of Super Bowl XLVII?) Should Super Bowl ads be released ahead of time to capitalize on pre-Game buzz? (Many are on-board with that strategy, but an informal poll by ESPN’s Darren Rovell suggest the answer is “no.”)

    POLL RESULTS: Hey Super Bowl advertisers, 89% of fans say they don’t want to see your ads ahead of time pic.twitter.com/chTUa2AxuN

    — Darren Rovell (@darrenrovell) January 24, 2015

    So, that leaves me circling back to the questions at the heart of all marketing: What do consumers want? What do they respond to? How can we make marketing “really worth it?”

    Well, there’s one thing I know for sure. Whatever it is that consumers want and respond to has changed tremendously since the Super Bowl started in 1967. Today’s consumers have lost patience with traditional marketing campaigns and customer experiences that are fragmented and piecemeal. These days, they want individualized attention, and they’re expecting to connect with you in ways that are dynamic and meaningful – not flash-in-the-pan, one-size-fits-all.

    What can you do to offer that?

    You can combine people, technology and systems through processes like data driven marketing.

    Remember: As your customers interact with your brand across channels, they provide you with incredibly detailed information about their preferences, interests, wants and needs. You have what you need to create an individualized experience if you’re willing to dig into that goldmine of data and draw out the insights to make it happen.

    Of course, that’s a big (italicized and bold) “if.”

    Our recent research shows that data-driven companies are more likely to outperform their competitors when it comes to profitability. However, nearly six out of ten of those we polled (57 percent) believe their company does a poor job with capturing and disseminating important business data. In addition, two-thirds said that some departments have much better access to data than others.

    While CEOs are less aware of the problem (only half agree it is the case), lower-level managers are very vocal about it. Eight in 10 senior vice presidents, vice presidents and directors agree that data are unequally available, and at the same time, 42 percent of respondents find access to data cumbersome and not user-friendly, further exacerbating the data-availability problem.

    Getting past hurdles like these is no small task and will require leadership, collaboration and innovation. Some might even say it’s more difficult than creating a winning Super Bowl ad – or winning the Super Bowl itself, for that matter. But when you start effectively integrating data, technology and people, you’re on your way to driving more revenue, and for most of us, that kind of victory is even sweeter than the Vince Lombardi Trophy.

    The post Are Super Bowl Ads Worth The Cost? appeared first on Teradata Applications.

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  • admin 10:33 am on January 30, 2015 Permalink
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    Cloud Changes the TCO of Data Analytics 

    Register for this episode of Hot Technologies to learn from veteran analysts Lyndsay Wise and Dr. Robin Bloor, along with Marc Clark of Teradata, as they discuss cost analysis and benefits of moving to the cloud.
    Teradata Events

  • admin 9:59 am on January 30, 2015 Permalink
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    KPN is Data Driven to Gain a Competitive Edge 

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  • admin 9:51 am on January 30, 2015 Permalink
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    A (Happy) Marriage of Convenience 

    RET-1013-LThe idea behind mobile marketing is to make things more convenient for customers by treating them as the individuals they are. Who better to illustrate that than 7-Eleven, the company that refined and redefined the concept of the “convenience” store? 7-Eleven, for those of you who don’t know, started out in the ice business in Texas after the Great Depression, and they’ve done some pretty cool things ever since, from Slurpee® to the Big Gulp® drinks. Today, they’re the world’s largest convenience retailer, with 55,000 stores in 16 countries—including more than 7,800 stores here in the U.S.

    Despite the huge volume of business that 7-Eleven does on a global scale—more than 55 (this is globally, in the U.S. it is 7 million) million transactions per day —the company has always respected the importance of the individual and particularly the individual’s time. Each store is geared to local tastes and trends, with the goal of providing customers with their neighborhood store experience.

    Until recently, 7-Eleven knew a ton about products and purchases, but relatively little about the people making them. So when the time came to create a data-driven loyalty program, 7-Eleven sought to make more than a data connection between products and people. They wanted to make a personal connection, beginning with that most personal of devices, the smartphone.

    As 7-Eleven sees it, they want to “build convenience on top of convenience.” In other words, build on the speed and convenience of the 7-Eleven store experience by creating a Digital Customer Experience that would enhance that convenience through individualized content and personalized offers. This is something that every business should strive for: to make the customer experience as personal and inspiring as possible.

    7-Eleven worked with Teradata and Brierley+Partners to build a real-time customer relationship management (CRM) solution that leverages all of their rich, transactional data and blends it with customer segmentation (i.e., Who are you?) and localization (i.e., Where are you?) to create a mobile app that is the very model of convenience. Through the app, for example, customers can immediately find the information that most interests them, whether it’s new movies on Redbox, where to exchange a propane tank, or which local events are happening that week.

    Of course, the app also provides targeted mobile-marketing messages; but in this case, it happens in real time through Teradata’s Real-Time Interaction Manager (RTIM) software. So, customers get relevant offers, based on individualized insights, right when they matter most. Importantly, 7-Eleven conceived the mobile app as part of a broader multichannel experience—dubbed the Digital Customer Experience—managed through Brierley LoyaltyWare™ technology. Customers get the same convenient experience in the store on their smartphone and at home on their computer.

    The really interesting piece in all of this is the aspect of localization. 7-Eleven is using location to drive relevant offers in ways that many businesses have imagined but few put into practice. For example, on cold days the app will entice customers with the offer of a hot cup of coffee and a danish. On a hot day, the offer might be a cool drink and a refreshing piece of fruit. Or it could take customers out of their usual comfort zone by offering them a free salad or other healthy alternative.

    The addition of customer-centric analytics will also help shape the way individual store owners stock their shelves. Most 7-Eleven store owners ultimately decide the product mix for their store. The new real-time analytics system will help them ensure they have the right stock on the shelves at the right time.

    Kudos to 7-Eleven for finding a way to put even more convenience into the notion of a convenience store—all by knowing and inspiring their customers.

    If you’d like to check out the app for yourself, you can download it here.

    The post A (Happy) Marriage of Convenience appeared first on Darryl McDonald: Vision 2.0.

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  • admin 9:54 am on January 29, 2015 Permalink
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    Teradata Global Survey 90 Percent of Marketers Say Individualized Marketing is the Future 

    Twice as many companies now have strategic data-driven marketing initiatives than in 2013
    Teradata News Releases

  • admin 9:54 am on January 29, 2015 Permalink
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    Teradata Takes Bigger Approach to Big Data 

    Teradata Analyst Reports

  • admin 9:54 am on January 29, 2015 Permalink
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    It’s Time to Turn on Your Omni-Channel Marketing 

    WBy Janete Ribeiro, Professional Services Senior Consultant at Teradata Marketing Applications. Located in São Paulo, Brazil, Janete is the technical lead for Teradata Marketing Applications solution implementation throughout Latin America and the Caribbean.

    An omni-channel strategy is the new trend of retail marketing. This strategy focuses on emerging and traditional mediums of communication including internet, mobile, direct mail, TV, radio, physical stores, email, and self-service— virtually all forms of contact between a company and its customer.

    With an omni-channel strategy, a customer can receive the same type of offer via all channels. Imagine receiving an offer so individualized that it almost seems as if the brand knows your needs as a consumer, and can anticipate what you’re looking for. Imagine purchasing an item via one channel, like the mobile device, and all other channels recognizing that, and adjusting communication to you.

    In today’s world it is common for consumers to search for products or services on the internet, before purchasing. This practice, known as webrooming, is gaining popularity among today’s modern consumer, and serves as a direct threat to any company employing a well-meaning omni-channel marketing strategy.

    Teradata omni-channel marketing is the ideal integrated marketing solution to meet the demands of this new consumer, who goes to store already equipped with enough knowledge to make a purchase decision.

    With this shift in consumerism,  an effective omni-channel strategy depends on a high investment in technology, human resources and procedures in order to ensure the minimum requirements to be successful:

    • Central data acquisition process;

    • Central Data warehouse;

    • Analytical tools to identify the customer profiles and offers;

    • Generation of tools and distribution lists through multiples channels, ensuring that the customer experience is transparent through the various channels and the continuation of intra-channel offers;

    • Communications answers monitoring processes with customer in multiple channels, well defined, automatic resupply of updated customer’s information into database;

    • Integration of Marketing, IT and Sales teams (physical interaction channel with the client); and

    • Training of staff involved in the whole process of its strategy.

    According to an IDC Retail Insights study, purchases through omni channel “must provide a customer experience that is immersive and above all, scalable to every channel.” That’s what customers and retailers expect with this new channel strategy. They expect a “first class” service, something that can make the buying process a pleasant customer experience in all channels.

    By Using this strategy and supporting it with software to enable marketers to monitor the customer experience across multiple channels, these companies will be able to anticipate customer needs and serve them better and better, responding to inquiries about products and offers with real time marketing.

    The challenge an omni-channel marketing strategy presents is collecting and using all relevant customer data to inform inbound and outbound communication

    In this scenario, it becomes increasingly important to invest in information storage planning and data warehousing. Developing a sound technological  infrastructure, design process and trained human resources for each channel strategy will help to ensure your strategy runs fully and transparently.

    Forrester Research conducted studies regarding some market solutions for this purpose. It determined that companies that have adopted these data-driven marketing platforms are better able to prove the technological return on investment (ROI), in a short time. Basically, companies spend a lot of money trying to identify customer segmentation by creating multiple lists, acquiring information from several sources, and even more, making manual processes of information to segment them. When compared to the automated process of campaign management and use of analytical models to generate assertive profiles of offers, they find they’re quickly able to generate more business and ensure customer satisfaction.

    Other studies reinforce that marketers and retail executives prioritize technology investments, and integration of channels. Teradata and Econsultancy’s recent study “Enterprise Priorities in Digital Marketing” showed that 60% of marketers consider their main investment to be in technological integration.

    We can conclude that this new trend brings customer relationship management (CRM) to a new level. Though we’re seeing a transition from the current model to the new model, we cannot forget the importance of well-defined processes and your team’s training for it.

    Source bibliography:

    Computerworld — Omni Chanel um dos desafios para o varejo 2014 – January/2014

    A Forrester Total Economic Impact™ Study (June/ 2014)

    Enterprise Apps Today – (September/2014)

    Forbes – Omni Channel more than a digital transformation buzzword (September/2014)

    IDC Retail Insights – September/2014

    The post It’s Time to Turn on Your Omni-Channel Marketing appeared first on Teradata Applications.

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  • admin 10:33 am on January 28, 2015 Permalink
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    Live Customer Webinar with Xcel Energy on Feb.18th 

    Register now – “Predictive Analytics to Power Your People: Xcel Energy’s Big Data Strategy”
    Teradata Events

  • admin 9:54 am on January 28, 2015 Permalink
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    Teradata Adds New Expertise to Its Board of Directors 

    Bacus and Gianoni bring accomplishments in marketing, cloud software, international growth
    Teradata News Releases

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