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  • admin 9:54 am on August 31, 2017 Permalink
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    Five Ways Analytics and Data Science Can Add Business Value 

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  • admin 9:51 am on March 10, 2017 Permalink
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    Five Key Findings from the Teradata Global Data and Analytics Trends Study 2017 

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  • admin 9:47 am on June 15, 2016 Permalink
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    By Nick Heath – Internet of Things: Five truths you need to know to succeed 

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  • admin 9:51 am on September 22, 2015 Permalink
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    Education Planning – Leveraging the “Five W’s” 

    By Debi Hoefer, Director, Teradata Americas Education

    First in a series about how customers can learn how to get the most value from Teradata.

    I’m sure many of you have heard of the “Five W’s” – Who, What, Where, When, Why? The answers to these questions can be used for structured, straightforward information gathering. In this blog, I’ll explain how this technique can be used for collecting the details needed to plan Teradata education. Once you answer the “Five W’s,” you can create a blueprint for training.

    Teradata Education Planning – Leveraging the Five Ws

    Why?

    The first question to ask, is Why? What is the reason the training is needed? Before attempting to answer any of the other “W’s,” it is imperative you understand the business reasons behind the training. The answer to this question serves as a foundation for the answers to the remaining “W’s.”

    To illustrate this point, among the possible answers could be one or a combination of:

    • New project using a new technology – identify the technology products/tools in which new skill development is needed.
    • New team member(s) – identify the project(s) will they be assigned to, as well as technologies and tools used in each project.
    • Skills gap – this may be a bit tricky to identify, and usually manifests itself as poor performance or inefficient queries.

    Who?

    Okay, great! Now we understand why training is needed, and those reasons should drive the answer to the next “W,” Who? Who are the people to be trained? Do they have existing skill sets? Do they need deep technical skills or more general knowledge? Are they all in one location or around the world? Depending on the size of the group, you may want to informally collect information, or build a survey to gather data for larger groups.

    What?

    Moving on to the next “W,” What? What training content will build their skills?

    The Teradata education curriculum is organized by job role, which provides a discrete and clear training path for each audience. We use a five-role structure to classify job functions:

    • Database Administrator
    • Designer/Architect
    • Application Developer
    • Data Analyst
    • Business User

    Our Teradata Education Consultants can assist at during this step of the process, or the Education Planning page on the Teradata Education Network website can be used as a guide.

    One subject area that may need a bit more analysis is SQL. Teradata offers a variety of SQL courses, ranging from basic to advanced content. A very straightforward classification can be used for this part of the data gathering process:

    • No SQL Experience
    • Some Experience with SQL
    • SQL Veteran

    Based on participants’ previous SQL experience, we can recommend the most appropriate course.

    Where?

    Now, we know why we’re doing training, who needs training, and what training they need. We almost have our blueprint. Now, we need to establish the education deployment plan. The answers to the last two “W’s,” Where and When, are used to determine how the training will be delivered, as well as the timing and format.

    Where?, as in the training delivery format for each course in the blueprint, is next. Most training plans for new implementations or projects contain a mix of on-site and self-paced or virtual instructor-led training, based on the number of participants who require each course specified in the blueprint. In my next post I will talk more about virtual instructor-led classes.

    If the course is self-paced or virtual instructor-led, we don’t need to explore further – “Where” can be any place around the globe with an internet connection. If on-site training is needed, class location can be determined by the geographical locations of the participants, convenience, cost implications, and classroom availability.

    When?

    The final “W” is When? When is determined by various factors, such as:

    • When will work on the project need to commence?
    • When will the business need the training completed?
    • When are participants available?
    • When are Teradata public course offerings scheduled?
    • When is a classroom available in the planned location?

    Although education planning for the implementation of a new technology may at first seem daunting, using the simple approach of the “Five W’s” will help you gather your data simply and methodically.

    For more information on Teradata Education courses, and to learn more about our new subscription-based approach to training, visit Teradata Education.

    The post Education Planning – Leveraging the “Five W’s” appeared first on Data Points.

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  • admin 9:52 am on August 16, 2015 Permalink
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    This Ain’t Your Grandma’s Loyalty Program: The Five Keys To Individualized Loyalty 

    individualized loyalty-engageLast week, I started a discussion about how customer loyalty is evolving. Today, I’d like to explore how too often, the recognition a customer enjoys as a loyalty member is disconnected from his/her experience elsewhere with the brand and what you can do to change that. Naturally, a customer expects that having a relationship with a brand includes being recognized – after all, she is part of the tribe, right? But what happens when that loyal customer is treated like a stranger, instead of like family?

    It’s damaging to say the least, and regularly ends the relationship.

    The speed at which your always-on customers move today, coupled with the breadth of options available to them and the constant hail of marketing messages they’re pelted with 24/7, conspire to erode the customer relationship – or keep it from even getting started.

    Without properly onboarding new customers, or bolstering your one-to-one connections with your high-value customers, those relationships wither away, if they ever take hold in the first place. Then, you end up scrambling to find more customers to fill the gap, which requires 6-7x more resources.

    But it doesn’t have to be that way.

    Futurist Jason Silva, host of NatGeo’s Brain Games, sees the vast oceans of data our customers generate as an opportunity for brands to connect with empowered individuals in a more meaningful way. “We move into a world of engineered serendipity,” he says.

    The word “serendipity” means a “pleasant surprise.” When a brand creates a relationship that pleases the individual by consistently delivering convenience, unique rewards, engaging moments and a true value exchange for the information shared – it may be a surprise for the customer, but it’s the product of considerable engineering by the marketer.

    By unifying your disparate understandings of individual customers, you can clearly see the highest-value among them, those that have high potential, and get a better view of where you should be focusing your acquisition efforts in the future. Then, by leveraging those insights through an integrated marketing technology platform, you can engage your best of the best, surprise and delight them, and deliver value worthy of the business they give you and the information they share.

    That’s exactly the opportunity you have. You can create an experience that captures the moment with the customer and holds them rapt, an experience that makes them deeply loyal and incredibly engaged with your brand. In other words, every new insight creates the chance for you to engineer a little serendipity – by connecting in right-time relevant ways, by rewarding their relationship and engagement with your brand through an experience that keeps them coming back.

    It’s simple: Individualization is now essential for loyalty.

    How can you achieve individualized loyalty?

    Well, there are as many tools in the loyalty toolbox as there are brands looking to use them. Creating the right experience for your customers is about listening to the information they provide – and answering with the most relevant approach for their needs. Relevance is what cuts through the clutter, connects with the individual, and keeps them from clicking away. Intimate relevance – driven by individualized insights – elevates the loyalty programs of the past to the engagement of the future.

    And that’s what it’s all about. It’s all about the individual. Individualized engagement – fully-integrated into your enterprise and your customer experience – enables you to use deep insights to connect in a vibrantly relevant way, deepening engagement with individuals in a more rewarding manner and ultimately, driving customer loyalty.

    By centralizing your customer view to include traditional behavioral data together with emotional insights, you’ll crystallize your understanding of who your best customers are, what they need and want from your brand. Using data driven solutions, you’ll shift from just approaching audiences to co-creating value exchanges with individual customers. And that experience will touch every point of interaction with your customer – online, offline, wherever she is and whenever she is ready to interact.

    This two-way exchange establishes more lasting relationships, fuels engagement and allows you to not only increase your share of wallet, but as loyalty pioneer Hal Brierley, founder of Brierley+Partners, says, grow “share of mind’ with your customers.

    Make no mistake. This ain’t your grandma’s loyalty program. It requires a mind shift and the right integrated marketing solutions. You’ll need to:

    • Keep pace with expectations. As available options grow, consumer expectations increase. Your customers will have concerns about what you’re doing with their information – as much as they understand that sharing it allows you to create intimacy and relevance. Respect their concerns and nurture their trust.
    • Deliver integrated value. Recognizing the individual and understanding her relationship with your brand is step one. After that, you need to fully integrate those insights into the entirety of the experience, proving that you not only know her as an individual, but can leverage that deep knowing to serve her needs.
    • Recognize that mobile is everywhere. Digital disruption isn’t just about the impact to the marketplace, or what it means for how you do business. As Forrester says, many of your customers have already made the mind shift to mobile, and more do every day. They expect that their customer experience will be everywhere they are.
    • Deliver connected experiences. Individualized loyalty crosses online and offline boundaries, often using mobile as the connection point between worlds.
    • Focus on moments of engagement. Vast budgets can be wasted on disposable interactions that will never be seen, ads invisible to eyes that have grown accustomed to ignoring the irrelevant. In our increasingly connected world, individualized loyalty provides the opportunity to connect with the customer in moments of engagement previously invisible to us as marketers – provided that the interactions honor the relationship and add value for the customer.

    Leading brands are answering these challenges. Next, I’ll explore how Disney, Starbucks and Apple are innovating and excelling with individualized loyalty and customer engagement.

    The post This Ain’t Your Grandma’s Loyalty Program: The Five Keys To Individualized Loyalty appeared first on Teradata Applications.

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  • admin 9:51 am on August 1, 2015 Permalink
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    Drive Away Customers in Five Simple Steps 

    customer serviceCustomers… Who needs them, right? Always demanding attention, tying up your contact center and loitering in your stores. I am, of course, only joking, but you would think that certain companies are seriously trying to scare off their customers based on their mediocre marketing strategies and poor customer service.

    In some industries (e.g., telecommunications), it’s become so bad that nearly half of all customers (42%) are said to be actively considering defection. Why is customer disloyalty at such high levels? Increased competition overlapped with oversaturated markets is partly to blame—the supply-and-demand dynamic is the one constant in marketing—but, let’s face it, some companies flat-out stink at creating customer loyalty.

    Keeping our tongue-in-cheek tone intact (with the caveat that you should never try these on your customers), here are five tips to drive away customers like rats out of Hamelin:

    #1 – Pretend You Don’t Know Them. Nothing says “you’re nothing but a number to me” like prompting customers to provide a never-ending string of digits—account ID, birthdate, social security number—when they call into your contact center. Amazingly, the local pizza shop knows more about its customers just through Caller ID. Then again, they probably can’t afford to alienate customers like you can.

    #2 – Ignore Them When They’re Angry. Negative experiences often precipitate a breakup, so when a customer has a bad experience—from a broken product to a broken promise—just ignore it. Chances are the problem (i.e., the customer) will go away soon enough.

    #3 – Repeat Yourself Repeatedly. Ever heard the expression, “Familiarity breeds contempt?” I’m pretty sure whoever said that was talking about advertising. If developing a multi-channel marketing strategy seems like too much work, just create multiples of the same marketing message and broadcast it on every channel. Sooner or later, customers will get the message that you’re just saying the same thing to everyone and tune you out.

    #4 – Disrespect Your Data. Let your data grow wild and accept multiple versions of the truth as the natural order of things. Allow each department to fend for themselves when it comes to finding answers. Ignore the importance of real-time data; customers don’t mind waiting and “opportunity” is overrated.

    #5 – Don’t Look Back. When a customer leaves, don’t ask questions and don’t look back. Sure, you could probably learn something by paying attention to where and why your customers are going, but the best way to ensure that customers don’t come back is to show them you haven’t changed.

    Yes, I know it sounds ridiculous, yet it’s surprising how many “smart” companies have baked bad marketing into their business. One weak link in the customer experience chain, one unresponsive or uninformed channel, can act like an open gate in your castle of customer satisfaction through which customers flee. What’s the solution? Integrated marketing across channels, reliable data, data-driven decisions from the CSR (customer service rep) to the CEO and the ability to react intelligently in real time. Remember: Take your customers for granted today, and you’ll be paying the piper tomorrow.

    The post Drive Away Customers in Five Simple Steps appeared first on Teradata Applications.

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  • admin 9:55 am on June 21, 2015 Permalink
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    The Five Factors Disrupting The Legacy Marketing Model – And How You Need To Respond 

    ANA_Solo_Logo_Green_RGBThe recent special report from the Association of National Advertisers (ANA) is titled 2014 Insights and Marketers’ Top Concerns for 2015, and it’s loaded with insights about how marketers are adjusting to changes in the customer journey.

    Most striking to me, the ANA makes the point that even though the traditional marketing model is being bombarded with a variety of disruptive forces, most marketers can’t respond simply because they can’t break free from legacy shackles.

    Does this ring true for you? Is your organization struggling to rise to the challenge of omnichannel marketing?

    If so, please read on. Here is the ANA’s list of the most disruptive forces and what I see as the path forward:

    Disruptive force: A fractured customer experience. Continuously evolving customer expectations are a major disruptive force, but as the ANA explains, marketing is still limited in its ability to shape the entire experience.

    Your way forward: Individualized insights. When you use individualized insights, you can improve the customer experience with meaningful interactions based on what your customers truly want and need. More and more marketers are realizing the value of this kind of approach. In fact, in Teradata’s 2015 Global Data-Driven Marketing Survey, 90 percent of marketers said that making their marketing individualized is a priority. What’s more, the number of companies where data driven marketing is either embedded or strategic has more than doubled since we first started studying data-driven marketing trends about 18 months ago. 78 percent of marketers now use data systematically; in 2013, only 36 percent did.

    Disruptive force: Content primacy without strategy and operations. The ANA report concludes that brands are confronting a seemingly insatiable demand for fresh content and acquiring the talent to manage it, but they struggle with creating formal content strategies.

    Your way forward: Tailored content and delivery. When content and delivery are tailored based on customer data insights, you create relevant interactions. It’s about moving beyond segmentation to true one-to-one individualization in a real-time context. For a real-world example of how this can work, see this earlier post about a new add-on feature within Teradata Digital Marketing Center that can help you start using Facebook advertising more effectively.

    Disruptive force: The disconnect between leadership and the front line. The ANA found that even though marketers overwhelmingly agree on the impor­tance of test-and-learn methods as a response to disruptive forces, they aren’t putting in place the agile processes to make experimentation a core competency.

    Your way forward: Resolve misperceptions. Earlier this year, Teradata conducted research in partnership with The Economist Intelligence Unit, and the results were very similar to those in the ANA report. Essentially, our study showed that cultural gaps impede companies’ efforts to be data-driven and that CEOs need to remove their rose-colored glasses in order to start developing a shared data-driven vision, one that’s based on insights about the information and experience each customer wants.

    Disruptive force: Hiring talent, but not managing it. According to the ANA, bringing on new talent is one of the most important strategies for dealing with disruptions (91 percent), essentially as important as investing in new technology. But are companies doing enough to nurture and accommodate dramatically changing skill sets?

    Your way forward: Teradata Strategic Services. Teradata Strategic Services provide you with training, data-driven analytics tools, transformative tactics and unmatched expertise that empower your marketing organization to drive growth by improving the customer experience and maximizing your investment in data.

    Disruptive force: Making decisions without data. Lastly, the ANA found that there’s a gap between those who acknowledge the disruptions caused by the complex­ity and fragmentation of marketing (80 percent) and those who are increasing investment in response to this disruption (67 percent).

    Your way forward: Tear down silos. Last year, Teradata and Forbes Insights published a research paper and infographic that address issues related to breaking down silos in marketing organizations. This research revealed that marketers feel the best way to collaborate with other functions is to set up integrated processes –what Forbes Insights calls “forcing integration.” Put another way, you need to adopt an integrated marketing approach. You need to put processes in place to knock down the old silos and keep new ones (think social media, content marketing, digital marketing, etc.) from cropping up . . . and the sooner, the better.

    So that’s how the ANA and I see things. Please leave a comment below and tell me if you agree. What disruptive forces are you battling? How are you breaking free of legacy shackles and rising to the challenge?

    The post The Five Factors Disrupting The Legacy Marketing Model – And How You Need To Respond appeared first on Teradata Applications.

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  • admin 9:52 am on March 22, 2015 Permalink
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    Top Five Watchwords for Implementing the Data Lake 

    It’s been nice to see industry discussion around liquid analytics and the data lake evolve beyond ideals and concepts and into the brass tacks of implementation.  A great example here is a story by ITBusinessEdge.com’s Loraine Lawson on “Why Data Lakes Turn Into Data Swamps.”  Loraine reiterated the “data swamp” term during an interview with Teradata’s Director, Technical Marketing, Dan Graham, whom she tapped for some valuable insights while writing her piece on how data lake implementations can easily go awry without the right strategies and resources in place.

    157223_mastering_marketing

    One way companies get bogged down is to mistakenly think of the data lake as a particular product or service.  As I’ve written before, the data lake is instead an approach to analytics that can and should involve architectures made up of various technologies and multiple platforms. As more data-driven companies come to realize this, our industry needs to be ready to help them work through the implementation checklist when setting up a liquid architecture of multiple systems, analytic techniques and programming languages.

    So here’s a way to distill things down to five watchwords when implementing the data lake, but don’t think of these as separate buckets. Think of them instead as a set of closely interrelated priorities, like signposts along the road to success in creating your own liquid architecture.

    Flexibilty
    This concept logically follows from realizing that the data lake is not a one-size-fits-all solution, but rather a suite of technologies and analytic options – like Teradata Aster Big Data Appliance, Teradata Appliance for Hadoop and Teradata Active Data Warehouse – that you should implement in the best and most customized way possible for your enterprise. Flexibility is what we’re after, and this comes from making your own choices about which technologies are best for you, and then harmonizing those options so they work seamlessly together. That latter requirement is the driving force behind our own recent release of Teradata QueryGrid, a set of intelligent connectors and product capabilities to coordinate queries across many complex resources and analytic options.  Whatever your analytic approach may be, make sure it’s flexible and adaptable, not frozen in some rigid and technology-centric solution. There’s a reason it’s called the data lake and not the data glacier.

    Access
    At the risk of adding more nautical puns to the discussion, I recommend having your data lake available at multiple depths for a broad range of users, from the highly technical data scientists to the average business professional. Democratizing access reaps value and insight for your organization by bringing more brilliant minds to the analytics table. Make sure your architecture can allow multiple points of access — from the granular staging areas where data scientists work with information from source systems in its original fidelity, to the more refined layers for aggregation and presentation like Teradata QueryGrid for business users to access, and even experiment with, data.

    Governance
    Just because we need to open the data lake to a broad community of users doesn’t mean we should do so without proper governance. Especially if you’re empowering a lot of people to manipulate data sets by attribute, location, revenue or any number of criteria that might be useful to them, you need to make sure your architecture can provide this frictionless, self-service experience while still being able to standardize your data rules and access. Otherwise you get a Wild Wild West environment of poorly orchestrated data in different formats, and this can lead to error and costly duplication of data.

    Context
    Putting data in the correct context is a governance piece that has become all-the-more important in a data lake scenario. Certain forms of data — health or financial information, for example — have enhanced requirements around things like privacy and security.  Simply loading this kind of data into Hadoop along with everything else is obviously not a good idea, but neither is locking your data down.  The key is to lock down the context of that data, not the data itself. This is one of the core principles behind our own Teradata Portfolio for Hadoop release, which provides a secure and tested data management platform for capturing, storing and refining data in ways that preserve agility and flexibility.

    Schema
    You hear a lot of misleading talk about how the data lake liberates everyone from the hassles of schema, given that we can just capture and load everything into Hadoop and figure out some other time what it all means. The truth is, while the data may be flowing freely on write into the lake without schema, the price of that freedom is the heightened need for schema on read. This is the process of applying definition to data when it’s pulled out of a stored location rather than when it goes in, and that makes metadata all the more important. In fact, effective metadata management remains a major Hadoop challenge, and that’s one of the reasons why we recently acquired assets from Revelytics, including Loom, whichhelps automatically detect, parse and format Hadoop data. Whatever your particular solution, make sure you don’t ignore metadata in what may seem like a schemaless society.

    Scott Gnau

    The post Top Five Watchwords for Implementing the Data Lake appeared first on Enlightened Data.

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  • admin 9:52 am on November 26, 2014 Permalink
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    Five Things Every Email Marketer Needs to Know About Dynamic Content 

    personalizationWhat if I told you that you could significantly increase email click-through rates and conversions – all largely by using information you already have on hand?  If that sounds like a dream come true, then you may want to take a look at what a dynamic email content strategy can do for you.

    Simply stated, dynamic email content is content that adapts based on real-time data. Personalization of email content has been around for a while, of course, but implementing dynamic email content is a way to ensure that your marketing messages are highly relevant and tied to compelling offers that are more likely to convert.

    For instance, where a personalized email might include the subscriber’s name in the subject line or content based on the subscriber’s broad preferences (such as when women receive emails about women’s clothing, and men receive information about men’s clothing), an email with dynamic content provides up-to-the-minute information to the recipient – information that’s drawn from multiple data sources to provide maximum value.

    Here are five things every marketer needs to know about this adaptive, data-driven digital marketing strategy – and the best ways to put it to work:

    1. A dynamic content strategy will work best if you build your database of content preferences up front. From the very first time your subscribers sign-up, give them the opportunity to tell you what they’re interested in and what they want to know more about. This guarantees a better relationship with your brand right off the bat and eliminates guesswork when it comes time to develop targeted content.

    To stay current with wants and needs of your individual recipients, always offer the opportunity to update preferences in every email sent. Your customers’ interests and needs are constantly evolving, and you don’t want to miss an opportunity… or send a message that’s completely immaterial.

    2. Dynamic content has a place in every part of your email message. From your top-level headline, to your imagery, to the offers you present… multiple aspects of your email can (and should) adapt based on your subscriber’s most recent interactions with you. Data will tell you their online behaviors. What information did your customer view last? How long has it been since he made a purchase? Where was she posting your products? What did he buy, and what got returned? Are there items she usually stocks up on this time of year? The possibilities are endless!

    3. Consistency + thoughtful content = trust. The more targeted and tailored your email messages are, the more likely your subscribers are to open them and then click through on your information and offers. Just remember, once you start with a dynamic email content strategy, keep it up so your readers stay engaged. That doesn’t mean you can’t send more general, broad offers to your whole list on occasion – for a big sale, a major announcement, etc. – but closely manage a balance to ensure you maintain their interest and loyalty

    4. Consider the bigger “real-time” picture. Dynamic email content can draw on much more than your customer attributes and buying data. Consider targeting for local weather (“It looks like a gorgeous weekend, are you ready to enjoy the sun?”), the time of day the message is opened (“Ready for some night-owl deals?”), a limited time deal (“Only one hour left!”), the latest posts from social feeds… even the last things customers viewed or the most popular items trending (what others chose to view or purchase) that day.

    5. Keep track of what’s working. Various types of dynamic customizations will drive response from different segments. So analyze your email marketing campaigns carefully. Always be testing and optimizing. Look for what works and turn to your consistent winners to keep subscribers happy – but don’t be afraid to test something new in the mix to see if you can drive an even higher level of engagement.

    Teradata’s digital messaging solutions give a digital marketer the ability to adapt email content in real time, so you can make the most out of the information you glean from shoppers and subscribers. With dynamic email marketing you can provide value with each message and keep your readers coming back for more.

    It’s just one more way we help make data work for your business and your customers.

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  • admin 9:46 am on October 24, 2014 Permalink
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    Top Five Ways to Reduce Complexity Between Hadoop and the Data Warehouse 


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