The 2015 CRM Market Rising Stars: Teradata Moves to Mobile

Mobile and digital marketing were key focus areas for data analytics solution provider Teradata in the past year. To enhance the mobile features of its Integrated Marketing Cloud, it acquired Appoxee, a mobile push notification platform. The deal, announced in January, supplied Teradata with multichannel campaign management tools that employ real-time "decisioning" and marketing analytics.

The Appoxee deal wasn't Teradata's only effort to build up its cloud. A few months earlier, the company added marketing operations, campaign management, and digital messaging capabilities; as part of that upgrade, it integrated the digital messaging and campaign management modules and added anonymous-to-known decisioning, a feature that compares past behavior of known customers to that of anonymous Web site visitors and matches them to help marketers deliver more personalized offers.

The year also saw a number of significant partnerships for Teradata, which firmed up relationships with Logi Analytics, Urban Airship, and ADAM Software. Through these deals, Teradata added even more multichannel campaign management capabilities to its portfolio.

Teradata also launched several products this year, starting with the Teradata Digital Marketing Center, a single platform where marketers can use individualized insights to create more intimate customer relationships across all digital channels. In May, it partnered with Facebook to enable marketers to leverage data from the Digital Marketing Center for Facebook Custom Audiences, to deliver contextual and relevant ad campaigns through the social network.

Teradata also launched Big Data apps powered by the Teradata Aster AppCenter. The business-focused Big Data apps help a wide range of business users tackle issues that are best solved with Big Data analytics, such as customer acquisition and retention, financial fraud, paths to purchase, and marketing optimization.

"The Big Data apps and Teradata Aster AppCenter offer open, unrestricted use of Big Data," said Scott Gnau, president of Teradata Labs, in a statement. "Despite technology and resource investments, the promise of Big Data remains elusive for many businesses. Teradata's solution will simplify, accelerate, and extend the use of Big Data analytics across the enterprise and generate unexpected business value."