Teradata

Marketing Executives want to drive intelligent and personalized communications to their customers to minimize mass marketing, optimize marketing spend, and drive top-line revenue growth with high-value customer segments. Regardless of the industry or business that you're in, the more you know about your customer, the better able you are to service that customer and meet your goals. Customer needs and the way customers do business are changing. To compete today, marketers need to respond to a more tech savvy customer who sees convenience, personalization, relevancy, and mobility as requirements to earning their business and trust.

Mobility has become especially important and is largely being driven by technology advances, increasing numbers of mobile phone users who are outpacing the number of computer users, and a younger generation of consumers that now uses their phones for texting, sharing photos and video, web browsing, e-mail, and games, just to name a few examples. The mobile channel is driving new opportunities for marketers to sell, promote, advertise, and communicate with customers. Teradata makes it personal with its Enterprise Offer Management (EOM) solution. EOM enables Teradata users to go beyond traditional offer management and personalize offers and communications to customers so that they receive relevant, timely offers on their mobile device when and where they are NOW.

Teradata Corporation has partnered with Infinian, a global mobile commerce technology provider, to deliver an EOM solution that enables marketers to design, deliver, and execute offers to mobile devices. Insight on what happens with promotions can be leveraged to improve performance. You not only gain a continuous closed loop marketing process capable of generating hundreds of thousands of dollars in incremental revenue monthly, but you also get the added value of leveraging intelligence about your customers to personalize the offers, thus differentiating yourself from your competition. This technique of offering personalized offers on the mobile phone also allows you to hide your promotions from your competitors by avoiding public advertising and promotion and reduces your over all mass marketing spend.

The Teradata® Enterprise Offer Management Solution includes:

• Teradata's best-in-class analytical CRM solution and enterprise data warehouse technology.
• Infinian – SMS, MMS,WAP, ticketing, coupon, and composite coupon technology and mobile gateway and short code support.
• Complete implementation and consulting services and support.

Teradata Relationship Manager is the foundation for our analytical CRM solution. Based on a comprehensive single source of customer transaction and interaction data, Teradata Relationship Manager provides a suite of simple-to-use tools that allows you to develop, execute, and manage many simultaneous, highly targeted promotional offers. The primary components include:

• Guided Analytics – guides you through the process of identifying and segmenting the right customers for each offer. Teradata Relationship Manager also allows externally developed propensity scores or target lists to be easily incorporated into the campaign.
• Campaign Management – allows you to quickly develop personalization rules to ensure every offer or promotion is customized for the person who receives it, with appropriate products and just the right discounts or incentives to generate the highest response. Campaign Management also allows you to target traditional channels, such as printed coupons, email, or your website, and automate the execution and tracking of all of your campaigns across all channels.
• Offer Optimization – further evaluates each offer for each customer and ranks the highest priority offers for each customer based on propensity to buy, value to the customer, and other key factors in the buying decision (for example, favorite categories, the customer’s normal purchase cycle for each category, the customer’s impulse buying preferences, and brand loyalty factors).

The output generated by Teradata Relationship Manager is delivered to Infinian, which then assumes responsibility for the distribution of offers to various mobile devices, and captures and delivers responses back to Teradata Relationship Manager.

Infinian designs and executes offers and delivers them to the mobile device. It works essentially as the execution arm of the offer management program, leveraging your existing data mining and CRM applications to deliver promotional content and communications to mobile devices. Specifically offers and communications could include messaging and advertising – text, graphics, web links
to mobile enabled web sites, which allow for interactive dialogues and brand extensions. This may include direct dialogue between company and end consumer or co-branded advertising from partner companies to communicate via your messages to your end consumer; transaction-enabled messaging (Commerce) for ticketing, bar coding, mobile cash, reward cards, vouchers, instant win, sweepstakes, or stored value. Additionally, Infinian provides global connectivity access in North America and Europe with all major wireless carriers.

Experienced and industry-focused, Teradata Professional Services consultants use time-tested methodologies for successful implementation and customization of technology-based solutions. Our consultants are here to guide you on customizing offers to meet your specific needs.

The Teradata Enterprise Offer Management Solution allows you to intelligently deliver offers and communications to your mobile customer. You can refocus your marketing spend on higher performing, targeted offers that your customers are interested in and reduce mass marketing that appears to be “SPAM.” Some examples of how Teradata and Infinian can help you leverage the power of the Mobile channel include:

• Retail – Send relevant coupon offers to consumers on their phones that they can accept or decline. Tie acceptance of offers to their loyalty card for redemption at check out.
• Telecommunications – Send messages to extend the mobile storefront using the devices as an extension to buy additional minutes, download ring tones, or upgrade plans. Send messages to drive consumers to the store with special product offers, sweepstakes, or door buster programs.
• Travel – Upon arrival, send travelers directions, travel alerts, car rental discounts, hotel confirmations, and restaurant recommendations that are relevant to their trip.
• Foodservice – Send customers a link to your WAP site to order food 15 minutes before pick up. Send reminders during meal times to frequent customer with special offers.
• Lodging – Send mobile thank you upon check out with quick text-based survey to rate their stay.
• Entertainment – Send mobile e-tickets with 2D barcode to sporting events, shows, or theater (requires 2D barcode scanner on site).

Relevant and timely offers, delivered to your customers wherever they are, and coordinated with other channels, will differentiate you from your competitors.

Your customers will recognize the value of offers based on their individual needs and preferences, and that will lead to increased customer satisfaction and loyalty.

With Teradata Enterprise Offer Management, the touchpoints not only include mobile, but can range from website, email, in-store kiosk, point of sale, or even the fuel pump. Offers are not only targeted, they are optimized and prioritized for each customer, resulting in higher response rates and differentiated value to your customers. Teradata provides a single source of data for all your offers by leveraging the enterprise data warehouse to see all customer interactions across your business and touch points and maximize your analytics.

To learn more about how the Teradata Enterprise Offer Management Solution can help you reach your mobile customer with highly targeted, relevant, and timely offers, at any touch point, contact your Teradata representative.