Originally published 19 May 2010
Teradata Corporation, the world’s largest company solely focused on data warehousing and enterprise analytics, recently announced that Shop Direct, a leading direct home shopping company based in the U.K., has selected Teradata and its alliance partner Speed-Trap, a producer of customer insight software, to provide an Integrated Web Intelligence system that leverages fresh online interaction data to deliver instantly actionable customer insights.
The system will feature Speed-Trap’s innovative software that uses Web 2.0 technology to capture complete, real-time data on individual online visitors and customers based on detailed analysis of their current and historic interaction behavior. Continuous, massive streams of fresh web data will be routed into the Teradata Active Enterprise Data Warehouse, where it will be integrated with existing customer profiles, and the combined intelligence will be used in near-real time for relevant, timely customer communications.
“Integrating detailed data from every customer interaction channel is vital to shaping more relevant and timely cross-channel customer experiences and driving revenue upward,” said Anita Balchandani, Group Strategy Director, Shop Direct. “This extreme visibility into customer behavior and browsing data is a powerful means of understanding and serving our customers better. We have tested some interesting new campaigns that delivered significant ROI during a proof of concept phase. Also we uncovered new behavioral segments in the browsing data that shed new light on how our customers shop with us through multiple channels. Shop Direct is already driving over 60 percent of its business through the internet channel and we have strong business intelligence with traditional tools to help us with the web site optimisation process. Speed Trap and Teradata will extend this further to help us understand individual customer needs and take appropriate action.”
According to an independent report, “Customer Intelligence professionals should build on the intrinsic characteristics of Web analytics tools to integrate data across sources and campaigns and then leverage Web intelligence to inform multichannel marketing activities,” (“How Web Analytics Will Emerge As A Cornerstone of Customer Intelligence,” Forrester Research, Inc., March 2010). The report also states that “As Web Analytics platforms continue to evolve, Web data will be pervasive throughout most customer interactions.”
A company’s data assets from multiple communication channels are becoming much more valuable as global economic pressures drive organizations to explore every possible clue to customer preferences and intentions – and the timeliness of action on that intelligence is a determinant of competitive advantage.
“In a time when social media and web data have become central in marketing, the ability of the Teradata database to enable integration of all customer information and produce detailed visibility into everything customers are looking at is a significant marketing advantage for companies competing amid intense economic pressures,” said Chris Armitage, area vice president, Teradata United Kingdom. “Shop Direct is a known leader in marketing and the introduction of true cross-channel conversations to millions of customers is a cutting-edge step forward.”
Using the latest Teradata tools and utilities and specialty partnerships like Speed-Trap, Teradata Integrated Web Intelligence provides a complete solution that collects and integrates web behavior into the customer’s data warehouse to provide access to a more comprehensive customer view. The solution includes all the necessary hardware, software and services to integrate increasingly valuable web behavior data into a Teradata Warehouse. Teradata mixed workload performance allows simultaneous loading of near real time web behavior data while delivering hundreds or thousands of customized messages to virtually any channel.
SOURCE: Shop Direct Selects Teradata