Teradata challenges rivals with unified data scheme

teradataTeradata is aiming to steal a march on its increasingly aggressive rivals such as Adobe and Salesforce by consolidating its automated online advertising and customer marketing services into one centralised data management platform.
The automated marketing sector has exploded in recent years, with the major players going on an aggressive acquisition trail. Last year,  IBM acquired Silverpop for $300m (£179m), Adobe paid $600m (£393m) for Neolane and Salesforce’s spent $2.5bn (£1.6bn) on ExactTarget. Meanwhile in 2012, Teradata bought eCircle and Oracle bought cloud marketing company Eloqua for $871m (£519m).
But Teradata claims its new system, which falls under its existing Integrated Marketing Cloud, means that marketers will no longer need multiple solutions to carry out mobile, email, direct mail or online marketing campaigns as all customer data will now be unified.
From campaign inception through every customer interaction and response, Teradata claims marketers will now have the most agile and comprehensive integrated data-driven marketing platform available on the market.
The move is designed to tap into the advances in technology which have seen marketers employ an advertising-driven mix of TV, print, radio, direct mail, and programmatic marketing, to today’s data-driven environment with the Internet of Things (IoT), new devices, and new channels including search, social media, email, mobile, web and more.
Teradata maintains that this added complexity puts marketers in critical need of a data management platform to collect and integrate all of this information for use across all channel opportunities.
To help marketers meet this need, Teradata has acquired FLXone, a next-generation data management platform provider based in Eindhoven, the Netherlands.
FLXone’s platform forms the data foundation for the Teradata Integrated Marketing Cloud, and the company claims it is the first business to bring online advertising and customer marketing data together to drive real-time interactions across all channels and provide integrated, individualised insights directly to marketing.
FLXone already works with more than 40 leading advertisers, publishers, agencies, and media trading desks, including AppNexus, Google DoubleClick, MediaMath and others. These partnerships will enable customers to quickly integrate their data and applications with the Teradata Integrated Marketing Cloud, it adds.
Marketers will also have access to integrated data as well as integrated analytics. By drilling into campaign results, companies can quickly understand, plan and adjust campaigns to optimise spend and maximise return on marketing investment, all while building stronger customer relationships, it insists.
Teradata co-president and global head of the Teradata Marketing Applications division Bob Fairsaid said: “We help make marketers more agile through analytics-driven insights and strategic execution that let them build one-to-one connections with customers, and drive revenue. That’s what marketers want. That’s what they need. That’s what we do. We are the strategic partner for data-driven marketers today.”

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