Teradata Launches Solution To Link Online Activity With Offline Action

teradata mooreTeradata wants to help fill in some holes.

The company released a data integration solution called Teradata Digital Marketing Center on Tuesday, designed to plug the gaps between online behavior and offline customer action, and to connect marketers with individuals rather than broader audiences.

Wes Moore, Teradata’s VP of marketing, said Digital Marketing Center also provides a single interface that integrates email, mobile push notifications, social, web and advertising.

Here’s a retail use case: Marketers commonly retarget via display ads or send email reminders to customers who put items in their online shopping carts without purchasing.

But what if the customer ditched his online shopping cart and purchased the item in a brick-and-mortar store?

That’s the blind spot Teradata hopes to fix. As Moore put it: “Hey, they made the purchase: Don’t continue to advertise to them.”

While marketers commonly use loyalty programs or and social logins to connect offline and online data, Moore said, Teradata hopes to bring that function into the world of online advertising, as it provides the “ability to track either from a DSP or DMP world, connecting that ID with an individual.” It then enables marketers to analyze that data and strategize in-house.

Another use case: What to do if high-value customers opt out of marketing communications? Moore said Teradata’s solution could be used to message those specific individuals on social channels.

Whereas personalized marketing technologies are often tricked by lookalikes or overpromote, Teradata hopes its solution facilitates marketing to specific people.

Moore said that while early competitors – “the Salesforces and the Adobes of the world” – focus on bringing tons of functionality into the cloud, Teradata is betting that as marketers’ digital strategies mature, there are certain components they won’t want in a cloud environment.

Customers worry about the risk of personally identifiable information being exposed in the cloud, Moore said, as well as the timeliness and cost of loading the data. (Ironically, Teradata just last year took up the cloud nomenclature with its Integrated Marketing Cloud product.)

Looking ahead, Teradata hopes to keep growing its online and offline analytics capabilities and to “continue to work with data-management platforms and demand-side platforms to gauge and connect and really drive the maximum value of the media.”

Teradata will also strive to build an open architecture, Moore said, so that other partners can bring their data and analytics into the Teradata environment.

While Moore wouldn’t divulge which companies are using Digital Marketing Center, as they’re still being media trained, he said they’re congregated around three industries: media and entertainment, retail and finance.

Correction: An earlier version stated that Facebook is a launch partner for Teradata’s Digital Marketing Center . In fact, Teradata used Facebook’s Custom Audiences API to segment and create audiences to reach on Facebook. Its solution is not related to Facebook’s Audience Network, as stated in the story. 


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