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  • admin 9:51 am on November 22, 2015 Permalink
    Tags: , , , , Improved, ,   

    The Evolution Of Black Friday Reveals Improved Understanding Of Customers 

    RET-1008-LOver the past few years, Black Friday sales have been starting earlier and earlier – so much so that some stores have begun welcoming shoppers “pre”-Black Friday, even as early as Thanksgiving morning. This fall, however, there are signs that “Black Friday creep” is losing its appeal.

    At least 20 chain popular chain stores have announced that they are not opening on Thanksgiving Day. In addition, other retailers are being petitioned to reconsider their holiday schedule, and at least one – REI – will be closed not only on Thanksgiving, but on Black Friday, as well. Here’s how Jerry Stritzke, president and CEO of REI, explained the company’s decision:

    “Black Friday is the perfect time to remind ourselves of the essential truth that life is richer, more connected and complete when you choose to spend it outside. We’re closing our doors, paying our employees to get out there, and inviting America to OptOutside with us because we love great gear, but we are even more passionate about the experiences it unlocks.”

    At first, a strategy like this may seem misguided. Why on earth would a retailer want to close its doors on the busiest shopping day of the year? Who says “no” to Black Friday?

    But dig a little deeper and you’ll see what I do: a business move that’s fresh, bold and, for this particular company, quite savvy. By closing on Black Friday, REI is staying true to its brand message and proving it truly knows, and respects, its customers.

    In today’s always-on, always-distracted global marketplace, it’s becoming more and more difficult to stand out from the crowd. Essentially, you have two choices: Either, grow hoarse from trying to be heard above the noise (as you shout about a Black Friday sale that’s happening early… no, earlier… no, even earlier) or distinguish yourself by putting the focus precisely where it belongs – on your customers.

    To succeed, your marketing campaigns need to be customer-centric. You need to know your customers as people, and you need to understand what makes them prefer your brand above all others. As I’ve said before, the best way to maintain and evolve a healthy brand is to be intentional and consistent about establishing it – so much so that the “noise” can’t drown out the tune you want the world to hear.

    A wealth of marketing applications are available to help you determine how to proceed – because, keep in mind, what works for one company, might not be the right fit for yours. For REI, the answer clearly lies in connecting with customers through a shared appreciation of the outdoors. Here’s more from Stritzke:

    “As a member-owned co-op, our definition of success goes beyond money. We believe that a life lived outdoors is a life well lived and we aspire to be stewards of our great outdoors. We think that Black Friday has gotten out of hand and so we are choosing to invest in helping people get outside with loved ones this holiday season, over spending it in the aisles. Please join us and inspire us with your experiences. We hope to engage millions of Americans and galvanize the outdoor community to get outside.”

    Has your Black Friday strategy changed over the years? Does your strategy resonate with your customers?

    The post The Evolution Of Black Friday Reveals Improved Understanding Of Customers appeared first on Teradata Applications.

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  • admin 9:51 am on October 9, 2015 Permalink
    Tags: 2015’s, , , Improved, , , ,   

    It’s Q4. What Happened To 2015’s Promise Of Improved Customer Relationship Management? 

    customer experienceWritten by Janete Ribero, 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. 

    2015 started with a promise of better days for marketers all over the world. There were countless headlines about digital solutions designed to easily and quickly enhance the customer experience, and the big consultancy groups declared that the new year would bring new ways for omnichannel marketing, big data and analytics to increase customer relationship management and your brand’s competitive advantage.

    Now here we are in Q4, and for many companies, realizing those promises remains a challenge. Some bought marketing technology, but still haven’t seen the ROI. They don’t know how to use it effectively to improve profitability and achieve better relationships with their customers.

    This past June, the market research consulting firm MarketsandMarkets predicted the big data market will exceed $ 46 billion in value by 2018. Clearly, companies are still eager to invest in “data.” But, do they really understand why they need to? Where is the “intelligence” behind those investments?

    And speaking of “intelligence,” I’m starting to hear more and more about “customer intelligence,” a term used to describe how all the internal and external information gathered about a customer can be put to work to improve products and services. To me, that echoes what we heard a year ago: the promise that data, alone, is all you need.  But this is not so.

    What “customer intelligence” really means is that customer data can be used to better identify buyer profiles and behaviors about a company’s products and services –if that data is gathered using the right marketing applications and analyzed with the appropriate analytics tools.

    In the article Why big data alone is an inadequate source of customer intelligence, Tyler Douglas writes about how to use big data for strategic vision, and he neatly summarizes the marketer’s dilemma:

    “For marketing departments to derive value from big data, they have to get better at leveraging social science, data analytics and consumer insights. Understanding the nuances of customer behavior—the motivations, or the “why” behind behaviors—gives us true insights. And those cannot come from a centralized and isolated big data department.”

    With that kind of data-driven, integrated marketing approach, I believe a big data investment can have a rapid return. You’ll achieve customer intelligence and a positive ROI once you can link your customer data to insights that lead to better actions and more relevant, individualized communications.

    This message applies to you even if your companies is focused on providing services to partners. Remember, your partners are marketing and selling services to an important group: the end customer. In order to help them do their job, you also need an understanding of the end customer— and that understanding can be gained through a customer intelligence program.

    Your marketing organization can provide additional business value to your company partners by helping them determine how to effectively market to the end customer. For example, you can offer partners access to your community of customers and let them pre-test marketing assets. Partners can even evaluate the success of their investment by measuring how much of an impact the campaign had on purchase intent, brand awareness or other metrics.

    Every day, it seems there are more technology tools available for use in today’s increasingly competitive marketplace. But proceed thoughtfully. You need to make sure your approach is data-drive, integrated and innovative. That is the key for success with technologies and profitability.

    (For additional source material, see 2015 Insight Innovation eXchange – http://insightinnovation.org/)

    The post It’s Q4. What Happened To 2015’s Promise Of Improved Customer Relationship Management? appeared first on Teradata Applications.

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  • admin 9:54 am on June 2, 2015 Permalink
    Tags: , , , , Improved, JSON, , ,   

    Teradata Accelerates JSON Data Query Performance for Improved Business Agility 

    Business users can now take full advantage of additional data from web applications, sensors, and IoT-connected machines and integrate it with other business data
    Teradata News Releases

     
  • admin 9:47 am on April 30, 2015 Permalink
    Tags: Connectors, Improved, , ,   

    Teradata unveils improved QueryGrid connectors 

    Teradata Press Mentions

     
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