Teradata

Professor Robert J. Sweeney of Wright State University and Robert J. Davis of Teradata prepared this case study in collaboration with Professor Mark Jeffery from Northwestern University’s Kellogg School of Management as the basis for class discussion rather than to illustrate effectiveness of management. Some facts within the case have been altered for reasons of confidentiality.

Teradata’s ongoing market leadership is the success of its innovation strategy that has balanced product and service research and development priorities.

This is a case study on a Teradata customer -- Highmark Inc. -- that was interviewed and profiled for a 2002 in-depth IDC research study on the financial impact (i.e., ROI and payback period) of analytic applications on the core business processes that contribute to an organization's success. The overall conclusion of the study is that while business analytics implementations can require a substantial investment, they deliver significant quantitative and qualitative benefits that range from increased business performance to reduced operations costs and improved customer relations.