All signs point to the fact that 2012 is the breakout year for digital marketing. In other words, if you are a marketer, you need to jump on the bandwagon now before your competitors do and gain competitive advantage. Forrester estimates this opportunity to be a $6 billion opportunity today, growing to $16 billion by 2016. Marketers need to more strategically align marketing objectives with the “right” mix of digital elements.

Sometimes we need the right partner to help us create integrated customer experiences across online and offline channels. I wonder who that would be?

This is a big data problem for marketers and a big market opportunity for Teradata.

Teradata and Aprimo today announced plans to acquire Munich-based eCircle, Europe’s leading cloud-based digital messaging solution provider. Very soon, marketers all over the world will be able to execute integrated, highly targeted, and personalized digital campaigns that are consistent across all channels. This will be possible because they will have a unique digital marketing platform, powered by Big Data insights from social, mobile, web and email channels, that can scale to support hundreds of billions of messages a year.

That’s exciting stuff.

And beyond that, these marketers will be able to leverage powerful analytics from Teradata and Teradata Aster to gain customer insights through the combined power of data warehousing, marketing applications and Big Data analytics.

It’s Digital Marketing paving the way for true Integrated Marketing to become a reality.

It’s Teradata, Aprimo, Aster and now eCircle, changing the game.

It’s marketers engaging with their customers, leading their markets, performing better for all their constituents, and delivering better results for their marketing investment.

McKinsey & Company estimates that the world’s data is doubling every two years. I’ve talked in the past about the data revolution. Well, it’s not going anywhere. Data is smarter today than ever before and those companies that combine a full-service digital marketing expertise with integrated marketing management and potent analytics will be empowered with smarter customer intelligence and insights.

Who wouldn’t want that?


Darryl 

Over the last month there’s been no shortage of great moments in sports. From the Kentucky Wildcats’ NCAA national title win in men’s basketball to the Baylor Lady Bears NCAA championship (kudos to Brittney Griner for throwing up a two-handed dunk to send them to the championship game), and the greatest tournament in golf that drew fans and players from all over the world, The Masters, with its exciting play-off ending, held in my home state of Georgia. Needless to say, for a sports fan like myself, every day brings something new and amazing.

These teams, players and coaches bring a lot to the strategy of fine-tuning their craft. It’s a daily work-in-progress – developing skills, optimizing player abilities, understanding the big picture, identifying team dynamics, and shifting strategy based on competitive forces.

Well, this all sounds very familiar, reminding me of the considerations companies go through when determining a strategy around big data analytics:

• Developing a data-driven culture
• Optimizing digital marketing
• Understanding the big analytic ecosystem
• Identifying the right data-driven products and services, and
• Shifting the economics of your data

Most teams have a host of consultants, coaches and strategists leading the way to notches in the win column. If you’re focused on winning in your market and are working on how your organization can discover new truths and business opportunities from big data, there’s an upcoming event where thought leaders, executives, analysts and academics will converge to discuss the new economics of data – Big Analytics 2012.

Take advantage of this opportunity to learn about “game-changing” insights for your own championship moments in business.

Darryl 

Yesterday, I had the privilege of being part of the American political process by representing Teradata in front of the House Ways and Means Subcommittee on Human Resources. Chairman Geoff Davis (R-KY) is sponsoring H.R. 3339, the Standard Data and Technology Advancement Act. The bill is a first step toward the broader adoption of analytics within government agencies to improve program service delivery and to find insights essential for effective risk management, cost containment and mission success.

 

   

 

Michael Lewis’ 2003 book Moneyball: The Art of Winning An Unfair Game captured how analytics can change the 100-year-old sport of American baseball. The lessons from that book demonstrate the benefit of using analytics to be more effective with limited resources.

It’s no secret that our government is faced with exceptional budget cuts and constraints. However, we know that big analytics – applying advanced analytics to massive data sets – can help federal agencies eliminate waste, fraud and abuse and meet complex, large-scale mission demands. Corporations transform data into competitive advantage by analyzing customers’ experiences and preferences, creating new products, streamlining operations and improving service delivery. Government agencies adopting a similar approach to data analytics are more productive and more effective. Every dollar saved from waste, fraud, and abuse is another dollar that can be applied to other programs.

The State of Michigan saves $1 million per business day by integrating data and applying analytics, and then using that information to improve programs, set policy, and understand how to best serve program recipients and taxpayers. Imagine what can be done at the scale of the federal government when applying big analytics.

Consider the lessons from Moneyball. Every day that the government delays implementing big analytics means money wasted and millions of Americans not receiving essential services more efficiently and more effectively. Teradata stands ready to help government officials understand the possibilities big analytics presents.

If you want to learn more about the possibilities of big data and analytic technology, Teradata is part of the Big Analytics Roadshow coming to Chicago, Boston and New York. Visit the conference web site for more information about location and speakers.

Darryl 

Las Vegas is best known for its flashy casinos on the Strip. Visitors love these places but tourism being what it is, there’s not a lot of repeat business.

Attracting a local clientele to more than 18 properties—mostly off the Strip—and driving regularly visits throughout the year requires a solution Station Casinos’ CIO, Scott Kreeger calls “game changing.”

Station’s Boarding Pass loyalty card tracks gaming activities, hotel stays, restaurant purchases and such, then rewards customers with points. But how does Station know which customers out of millions are really the most valuable? And what they could do differently to improve customer satisfaction and profitability while reducing their own costs? They ask the Total Guest Worth system.

The system combines and analyzes information about customers and the business from about 500 different sources to provide a view of the complete value chain. This lets Station be smarter in building promotions and highly targeted campaigns—smart enough to save $1 million per month. Plus, total monthly net slot revenue is up 4% and guest retention improved by 14%.

Kreeger, says in his Teradata Magazine interview, “With this solution in place, we can develop [those] new services quickly and efficiently, and adapt them in near real time as customer needs and behaviors change.”

In the high-stakes world of customer loyalty, Station Casinos is not only changing the game, it’s winning it.

Darryl 

As I was preparing for this week’s kickoff with Sales, I thought a lot about the key messages that would help them tell the Teradata story. What occurred to me is that succeeding in business is like climbing a mountain. The view from the top is awe inspiring—but it can’t hold a candle to the satisfaction of conquering the challenges that could have meant failure.

The way up (and down!) can be fraught with disaster. So beforehand, you do your research, train your body and mind, and gather all the resources available to help you get there safely. Once underway, it’s really about decision making—making the best decision possible under any circumstance, at any particular moment.

Just like business, right?

I am a firm believer that success and more fundamentally, survival, depend on the advantage you achieve in the marketplace. When I boil it down, the first step up that mountain is to integrate everything in one place. Then it’s about what I can learn; the real insight I can get out of my information. And finally as a leader of the organization I act on that knowledge in ways that make us more successful and create market advantage. It’s really a simple proposition: Integration. Insight. Advantage.

For Teradata, it simply means helping our customers make the best decisions possible for their business so they successfully reach the top of every mountain they choose to climb. And that’s exactly where our efforts will be focused throughout 2012.

Darryl 

Welcome to the New Year and the ramp-up to the National Retail Federation show. The holidays are over now but as I think about this event I remember my days in retail when, as a sales VP, I would have sleepless nights over black Friday and wonder how the numbers would shape up when all was said and done.

NRF is still important to me—and Teradata. This year, Teradata will show you how to build an analytical eco-system that supports all areas of your business. Adding Aster Data and Aprimo to our portfolio, along with the strength of our partners, means we have never been in a better position to support cross- channel and big data analytics that enable retailers to garner more customer insight and leverage new opportunities from web, mobile, and social media.

Integrated Marketing Management is a burgeoning—and important—discipline in which Teradata and Aprimo thrive as demonstrated by placement in the Leaders quadrant of the latest Gartner, Inc. Integrated Marketing Management (IMM) Magic Quadrant report. In her Big Ideas session, Lisa Arthur, CMO, Aprimo will talk about IMM and the retail marketing revolution that’s heightening the pressure on organizations to understand consumer behavior and the vehicles that drive their path to purchase.

Teradata Aster will be present as well. So if you have ever been interested in understanding how much Twitter influence you have, for example, we can show you that and much more.

We look forward to NRF and hope you’ll visit us. I’ll be thinking about you and remembering the “good old days.”

Darryl 

Teradata, Aprimo and Aster customers are the best in the world – and we’re not the only ones who think so. Whether it’s best practices that provide models for others to aspire to or whether it’s innovative solutions that break new ground, solve problems and bring extraordinary benefits and financial results, our customers win the respected award programs.
Darryl 

Just take a look at the 2011 experience: 

Nationwide’s enterprise Customer Information Management Initiative (CIM) initiative offers a differentiated and exceptional customer experience, again demonstrating Nationwide’s industry leadership in both customer management and innovative use of technology. |More 

 Singapore's Land Transport Authority (LTA) won the 2011 CIO Asia Award and was named to the CIO Asia 100. LTA won for its PLANET (Planning for Land Transport Network) project, a data warehousing initiative designed to carry out advanced analytics about traffic and travel patterns in Singapore whether by car, bus or train. |More 

Kodak won a DemandGen Report award. Winning organizations are recognized for their accomplishments in driving revenue by upgrading lead generation and lead management programs and leveraging marketing automation technology. |More 

  Oklahoma Tax Commission was one of the top 20 finalists in the Excellence.Gov Awards for 2011 for its Tax Compliance Revolution Project with a Teradata foundation. |More 

 The LTA won the second annual Gartner BI Excellence Award for Asia Pacific. ROI for the project includes cost savings of 19% per year and productivity savings of 13% per year. |More  

Aprimo customer, International Speedway Corporation (ISC), the world leader in motorsports entertainment, received the Gold for Integrated Marketing in the Gartner/1to1 CRM Excellence Awards. |More 

 “Top innovators are changing the way business manages information,” said Information Management Magazine in its Nov/Dec 2011 edition announcing winners of its 2011 Innovation Solution Awards. “This award was created to recognize solutions that are groundbreaking and provide quantifiable business value.” The State of Michigan and Teradata won the BI category.|More  

 In the 2011 InformationWeek 500 Rankings – “The Very Best Business Technology Innovators,” customer Centene ranked #22.

 The National Association of State CIO’s (NASCIO) honored the State of Michigan with 5 of its 2011 Recognition Awards, including one with Teradata – the award for Data, Information and Knowledge Management.

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 Lt Col Walter Nichols of USTRANSCOM was a finalist for TechAmerica Foundation Award for Program Manager of the Year.
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  Customers McCain Foods and State of Michigan are winners with Teradata in the Ventana Research 2011 Leadership Awards. McCain Foods CIO Roman Coba has won the CIO category. The State of Michigan Department of Technology, Management & Budget won the BI category. Congratulations to customer Westpac Banking, submitted by Teradata partner Informatica and named the overall IT Leader for 2011. |More  

Customer MLC & NAB Wealth Won a Bronze in the 2011 NCDM Database Excellence Awards BtoB Marketing Category - Entering an awards program for the first time and coming up a winner, MLC is the wealth management division of long-term Teradata customer National Australia Bank (NAB). The prestigious NCDM Database Excellence Awards honor organizations that demonstrate ingenuity and creativity in leveraging their customer data.