Then there’s Teradata.
As noted in the first Forrester Wave evaluating enterprise marketing software suites (aka marketing clouds) released Tuesday, Teradata is more often recognized for its data warehousing solutions.
Over the years, Teradata acquired a handful of companies to build its Integrated Marketing Cloud, including campaign management from Aprimo and email marketing from the German company eCircle.
It more recently bought digital creative agency Ozone Online and several social media monitoring services from Argyle Social with an eye on enabling “personalized messaging and centralized data in one place across platforms,” said Darryl McDonald, president of Teradata Marketing Applications, speaking on stage at the company’s 2014 Partners conference in Nashville this week.
“The goal,” he said, “is to bring together marketing strategy with the process automation and applications” required to integrate customer data and online activity for better return on investment. “That’s what the Teradata Integrated Marketing Cloud is all about.”
Of course, that’s what every marketing cloud ostensibly is all about.
So, how is Teradata marketing cloud different and, more to the point, what’s in there, exactly?