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  • admin 9:51 am on June 24, 2016 Permalink
    Tags: Fisherman’s, , market,   

    The Fisherman’s Guide to Market Segmentation 

    Latest imported feed items on Analytics Matters

  • admin 9:46 am on November 3, 2015 Permalink
    Tags: , market, Rockstar   

    Market Like A Rockstar 

    Teradata Press Mentions

  • admin 9:53 am on October 8, 2015 Permalink
    Tags: , , , , , market, , , ,   

    Teradata Expands Market Opportunity for Industry Leading Data Warehouse on Amazon Web Services 

    For the first time, Teradata offers database for production workloads on AWS
    Teradata News Releases

  • admin 10:34 am on September 4, 2015 Permalink
    Tags: , , market, MIDTECH, Quartz,   


    Join over 200 of the Nation’s most innovative mid-market CIOs and IT Leaders for 2 days of educational sessions, solution research and peer networking. With our strongest educational program to date and representation from the industry’s top solution providers, this is an event you do not want to miss!
    Teradata Events

  • admin 9:51 am on February 9, 2015 Permalink
    Tags: , affecting, America, , LATIN, , market, , ,   

    SPOTLIGHT ON LATIN AMERICA: A look at Market Trends affecting Marketing in Central and Latin America in 2015 

    Future of DDMCompiled 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. 

    Usually in the beginning of the year, many market research institutes divulge their assumptions about New Year trends. Anyone who works in marketing in some capacity is likely going to jump at the opportunity to edge out the competition by consuming these projections.

    But how about IT folks? We have so much and so many predictions for marketing…but how about for IT? Where are these predictions? Granted, it could be that IT people are likely so busy during their day-to-day routines that writing isn’t exactly a top priority. But it should be, because that future is now.

    Otherwise, the communication between IT people and Marketing people may be unclear. Mending that divide is crucial.

    Let’s try to help! The site “Trends Watching” had published 10 new trends for the Latin American market in 2015. Here’s ten things marketing and IT can look forward to, together, for 2015:


    “As South & Central American consumers’ expectations grow, their patience shrinks. Smart brands are seamlessly integrating themselves into people’s lives with a sense of urgency. Busy consumers hate to waste time, they need problems solved and desires realized NOW. In 2015, they will demand brands add resources and create shortcuts that speed up delivery of their offering(s). And the best brands will be where and when they are needed, before the consumer even knows they want them. So, when and where do your consumers need (or expect) immediate service?”

    That is the market trend and its challenge. How can IT help? IT can supply analytics tools can help marketing people to understand consumer habits. With that information, they could create more assertive marketing campaigns that target customers where and how they want, through many digital channels, using marketing campaign tools to do that quickly and with management functionality to understand evolutions in customer interactions.


    “BRIGHT IS BEAUTIFUL and South & Central Americans are desperate to flaunt evidence of their educational endeavors – as status symbols – to their family, friends and followers. What does this mean for brands in 2015? Beyond integrating learning and literary experiences into consumers’ daily lives (see STATUS SMARTS), consider how you can help consumers express (ok, how off ;) their knowledge. Can you help them do this through social networks? In Latin America people spend more time on social networks than anywhere else in the world, averaging 8.67 hours per month (comScore, July 2014). Perhaps the opportunity lies offline? Even a pair of jeans can be used to flaunt a love of literature”

    Once more, IT must help that strategy with digital channels monitoring, capturing their customers information thought social networks and give that information to marketing to create the appropriate communication for customers.


    “Despite all the progress in South & Central America, there are strong strands of inequality and barriers that divide people in the region. Financial hardship, inequality and prejudice. Routine for many, yet brands traditionally avoid confrontations – such as the rolezinhos (teenagers that used social media to meet at shopping centers) or the polarized elections in Brazil. In 2015, brands cannot ignore these issues. The gap between rich and poor is a serious issue for 68% of Brazilians (Pew Research, June 2014). Brave brands (large and small) will jump into the discussion. Will you do your part to promote dialogue, mend wounds, and reconcile?”

    Technology can support overall business strategy by offering IT the infrastructure to understand consumer interaction, then let marketing use digital channels to talk to consumers.


    “In March 2014 we highlighted EMPATHETIC PRICING: targeted discounts that address consumers’ pain points. In 2015, consumers – increasingly accustomed to participation – will drive pricing into new territory. South & Central American consumers, having lived through years of price fluctuations, will be confident they know what products and services should cost. They’ll demand brands go beyond EMPATHETIC PRICING, and allow the to participate in pricing. Afraid of discovering how much consumers truly value you? Use DEMOCRATIC PRICING in 2015 to show confidence in your offering and respect for your customers.”

    That strategy could not exist without technology! Marketers need a flawless marketing solution, with analytics and campaign management tools to create real time interaction with the end user.


    “Latin Americans have been hiding (from urban violence) in malls, stuck in traffic, and cramped in condos for years. But since the 2013 protests in Brazil and Mexico, and Venezuela in 2014, residents are rediscovering the value of getting out. In 2015, urbanites will gather outdoors – from food markets to reclaimed parking spaces – to share experiences. Brands can contribute to making spaces clean, safe and delightful. 62% of Brazilian consumers would exchange the brand they usually buy, for one that improves their city, supports culture and wellness and offers free leisure. (Ibope/Conecta, August 2014) Help consumers take it outside!”

    Here the mobile solutions will be the most important to create a great experience. Companies need to have information to make relevant mobile offers, while analytics tools and campaign management tools will also help.


    “Brands in South & Central America often aim for a serious tone of voice to be viewed as professional or respectful. But the explosion of social networks (and brand-run accounts) changed what consumers expect from brands. Interactions with brands should be human: 73% of consumers in Brazil expect brands to build a meaningful relationship with them (Edelman, October 2014). In 2015, HUMAN BRANDS will go beyond joking with fans and followers online, and will excite consumers with playful perks and surprising interactions. Forget about the familiar formulae of perks. Your rewards must be provocative, exciting and playful to resonate.”

    Be present on social networks and invest everything on that effort! Any social strategy needs to be accompanied by a workflow tool—not just an information tool—but a tool that interacts with all internally and externally focused team members. An Integrated Marketing Management tool will very important to support that kind of strategy.


    “Thanks to the continuing urbanization of South & Central America, and the rhythm of big cities (lots of work, little time off), many residents hardly know their neighbors. In 2015, lonely urbanites will increasingly want to break down the social barriers that are part of city living. Brands that design their product or service as a way to integrate consumers in the social, public spaces of their city will be embraced. Is your brand ‘friendly’ enough to help city residents connect? The more connections you drive, the more you will be loved <3”

    Wi-Fi solutions and mobile solutions are the best for that strategy. Once again, analytics and campaign management tools with customer interaction will be great.


    “The crossover between retail and transportation is surely one of the most exciting new areas to be explored in South & Central America. Inhabitants of São Paulo, Mexico City, Buenos Aires, Bogotá and Lima face a typical commute of 1 hour and 28 minutes. (Inter-American Development Bank, March 2014) Consumers in the region are embracing new forms of METRO MOBILITY (from taxi apps and shared rides to revitalized public transport). As the associated status around transport shifts from car ownership to unique experiences, the ability to shop en route will be an experience to becherished in 2015.”

    So much time is spent on public transportation, but that mobility of your customer can be a breeding ground for marketing.


    “How much time should you be on Facebook? Is it ok to text during dinner? Is your data safe? Online life has to be managed (see ONLIFE MANAGEMENT), and it takes time and attention for Latin Americans still discovering the superpowers of smartphone-assisted living. In 2013, Latin America saw a greater increase in smartphones sales than any other region. (Gartner, February 2014) In 2015, while consumers want brands to help them manage their online lives, they still expect to be served and assisted, with total convenience. Brands must help them use technology in ways that are safer, healthier and more productive.”

    Digital channels and social networks are again a vital part of interaction between consumers and companies. Exposure on those channels must be monitored and analyzed to create a good experience. Big Data, analytics tools, campaign management and Integrated Marketing Management will be the basic needs to turn this strategy into a successful one.


    “According to Pew Research in June 2014, 72% of Brazilians are unsatisfied with the country. Events such as the World Cup and upcoming Olympics made consumers in South & Central America (not just Brazil) rethink the use of public space and their local infrastructure, causing a desperate desire to improve the region to match their national pride. Finding a solution is not only the government’s concern, people feel empowered to make changes themselves. And they want brands to step up and take a stand. In 2015, they will expect brands to prove they’re committed to the same causes they are. There are many issues out there – from bullying to bureaucracy – where will you take a stand?”

    Companies need to reduce internal bureaucracy, have solid process flow (through an automatized process), embrace integrated marketing management tools and that transparency, and create compelling customer communications as a result.

    “Trends Watching” (http://www.trendswatching.com) has outlined each point described here.  Now, you can make the gap between IT and marketing just a little smaller. You can understand the solutions and needs any business must have, and you can be prepared for 2015’s challenges.

    Have an excellent and successful 2015!

    Source:  “10 Latin Trends for 2015” – site http://www.trendswatching.com January 2015

    The post SPOTLIGHT ON LATIN AMERICA: A look at Market Trends affecting Marketing in Central and Latin America in 2015 appeared first on Teradata Applications.

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  • admin 9:51 am on February 6, 2015 Permalink
    Tags: , market   

    The Data-Driven Market 2.0 

    biz-1015-lWhat a difference a year and a half can make. We marketers are used to living in a fast-paced world, but even by our accelerated standards the last 18 months have been driven by a sense of urgency around improving the customer experience. And increasingly, significantly, that experience is being driven by data.

    The release this week of Teradata’s second global Data-Driven Marketing survey, “Progressing Toward True Individualization,” underscores the growing importance that data-driven, individualized insights play in our day-to-day marketing operations. Based on surveys with 1,506 marketing and communications executives around the world, the Teradata report reveals a pronounced shift toward data-driven marketing in the last year:

    • Seventy-eight percent (78%) of marketers are now using data systematically in their business, versus thirty-six percent (36%) in 2013;
    • Eighty-seven percent (87%) of marketers believe data is their most underutilized asset, versus forty-six percent (46%) in 2013;
    • And “lack of process,” the most-cited obstacle to data-driven marketing a year ago, was visibly absent from the top five obstacles in this year’s report as companies have moved beyond process to genuine progress.

    While it’s encouraging that businesses are moving forward with data-driven initiatives, the report reveals that the journey is far from over. Much work remains to be done in the area of data-driven marketing, especially in terms of integration and individualization. For example, while ninety-two percent (92%) of respondents agreed that integrating data across business teams leads to better customer service, nearly as many (80%) conceded that silos within the marketing organization are blocking an omni-channel view of customers.

    The ability to visualize customers across channels—that sought-after single view of customers—and individualize marketing messages in real time is at the crux of next-generation, data-driven marketing. The businesses that do data-driven marketing well will succeed, while those that do not will likely struggle with market disruption, competition and customer retention. The Teradata report reveals that ninety percent (90%) of marketers view individualized marketing as a priority, yet only fifty percent (50%) regularly use their data to individualize messages and offers.

    To help their business leverage data more completely and consistently across customer channels, many marketers are turning to integrated data platforms such as Teradata’s Integrated Marketing Cloud. These solutions are what drive data-driven marketing today by aggregating online and offline data, analyzing data in real-time across multiple channels and integrating those insights into the customer experience to create more effective, individualized marketing messages and offers.

    As the number of channels grows (online, mobile, local, etc.), it becomes increasingly complex—and increasingly important—to manage the customer relationship effectively across those channels. Clearly, marketers realize the importance of breaking down silos and creating a consistent and individualized customer experience across all their channels. Moving them from realization to reality is the challenge for integrated marketing platforms going forward. At Teradata, we’re ready for that challenge.

    The post The Data-Driven Market 2.0 appeared first on Darryl McDonald: Vision 2.0.

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  • admin 9:54 am on December 30, 2014 Permalink
    Tags: , , Liquid, market, Trillion   

    Tap into a $5 Trillion Market with Liquid Information 

    While big data dominates the headlines, open data is quietly becoming a force in its own right—a force that could reach $ 5 trillion annually in potential value. Open data, also known as “liquid information,” is data available for anyone to use, reuse and distribute for free. It can be defined as machine-readable and accessible through an application programming interface (API).

    Performing analytics on this information lets organizations identify anomalies in costs and variations in performance that can lead to new and improved products and operations. For example, one company integrated 30 years of weather data, 60 years of crop information and 14 terabytes of soil data—free government information—to help farmers around the globe make data-based decisions for their operations.

    With approximately 60 nations releasing 1 million data sets, companies can capitalize on the information to improve benchmarking, planning and other business functions. Organizations can also release their own data, which can be shared and integrated with other information to identify new revenue sources, support new business practices and promote innovation.

    Brett Martin
    Editor in Chief
    Teradata Magazine



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  • admin 9:52 am on November 4, 2014 Permalink
    Tags: , , , , , , , market, , , Recognized,   

    Teradata Again Recognized by Gartner as a Market Leader in 2014 Magic Quadrant for Integrated Marketing Management 

    Continuing enhancements to Teradata Integrated Marketing Cloud help companies know more from data, so they can do more with data-driven marketing solutions.
    Teradata News Releases

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