Teradata Corporation (NYSE:TDC), the analytic data platforms, marketing applications and services company, today introduced Teradata Raw Data Exports, a new marketing applications feature that leverages vast amounts of data about customer interactions to help businesses deliver a continuously more personalized customer experience.
The new feature is now globally available as an add-on wizard for users of Teradata Digital Messaging Center (DMC), or as a service option, and will help data-driven marketers access customer interaction data from multiple channels, such as emails sent, website visits and purchase data, among other sources.
Raw data from email interactions, for example, represents a previously untapped source for marketers to perform ongoing discovery and analysis. Raw Data Exports provides marketers the ability to export raw, customer-interaction data from email campaigns managed through DMC, and mingle it with existing data from other IT systems such as a data warehouse, business intelligence tool, CRM System, or any database. Once the data is combined and centrally accessible, all of it can be analyzed simultaneously, giving marketers a 360-degree view of individual customer behaviors. Having this view on an ongoing basis is critical to delivering a better, more personalized customer experience, a key objective of integrated marketing campaigns.
“With our new Raw Data Exports capability, all data from a company’s digital email marketing initiatives can be made available quickly and can easily be linked with the company’s disparate system data, adding value to both the data and to the customer experience,” said Volker Wiewer, vice president, International, Teradata Marketing Applications.
The Raw Data Exports feature is already delivering huge benefits to Teradata DMC customers. For example, one Teradata customer uses Raw Data Exports to blend customer-interaction data from DMC with existing data in their CRM system. Because the CRM system is accessible by Call Center agents, a consumer who phones in will get better service due to the agent’s awareness of the recent email communication. By delivering such cross-channel intelligence into the real-time dialogue, marketers can help their company drive a better brand experience for their customers.
Another Teradata customer is using Raw Data Exports to analyze individual buyers’ behaviors, such as the number of items purchased, total spending, and response to marketing campaigns. These insights, drawn from data collected across multiple channels, help this firm better understand exactly what a customer has experienced along the customer journey. By being able to access and analyze customer interaction data from multiple channels, such as emails sent, website visits and purchase data, for example, the data obtained through Raw Data Exports is helping this company continuously improve their marketing effectiveness by delivering more meaningful and relevant customer engagement.
Teradata Raw Data Exports is available worldwide to users of Teradata Digital Messaging Center. Optionally, the capability is available as a service offering as well. This gives customers the opportunity to decide if they want to manage their data export by themselves, via the easy-to-use export wizard, or engage Teradata Professional Services to handle the export.
