August 27, 2012 | CHICAGO
Cars.com Accelerates Marketing Analytics With Teradata
Leading online car shopping site deploys Teradata Columnar for customer insight
Teradata (NYSE: TDC), the analytic data solutions company, announced today that Cars.com has selected the Teradata Columnar data management environment for accelerated analytic insight, reporting and marketing. Cars.com is the leading destination for online car shoppers, visited by more than 10 million car shoppers each month.
“We are excited about using Teradata columnar because of the significant data compression and query performance benefits that we witnessed during early testing,” said Rob Katofiasc, director of data services, cars.com. “The Teradata systems will be used in both our test and our production environments – primarily for sales and marketing analytics and reporting.”
Planned as key to their new data warehousing initiative, Cars.com has begun the migration of their existing Oracle data warehouse to Teradata. Cars.com will add more detailed data (IP-address level data) to the data warehouse, which will enable consumer-level behavior analysis and other new functions required by the business.
The data services team is quickly evolving its use of the Teradata appliances. “We plan to move to from nightly batch loads to more real time, mini-batch loads for analysis throughout the day,” Katofiasc added.
“More marketers are optimizing their investments with big data analytics applied to behavioral modeling, path to purchase analysis, and marketing attribution – which deliver deeper insight into customers,” said David Grant, e-Business industry marketing vice president, Teradata. “Insight produces business value and competitive advantage, which is why we are seeing a steady rise in the adoption of Teradata platforms and analytic solutions in the online space. We are excited that Cars.com has chosen Teradata to support its innovative marketing approaches and speed up future demand.”
Grant said that today’s marketers are finding that the volume and complexity of new data sources require advanced analytics beyond ‘last touch’ or ‘last click’ attribution. To make accurate budgeting decisions, marketers need to take into account multi-channel, multi-touch purchasing cycles. Leveraging the strength of the Teradata, companies are evolving to sophisticated marketing optimization practices.
Teradata Columnar is a hybrid row-and-column database that fully integrates columnar and row-based tables, establishing new levels of flexibility, performance, and compression for maximum data processing speed, supporting rapid business decisions, added applications, and better system utilization – ideal for real-time online marketing.
Teradata is making strong gains in a space where digital marketers are realizing more value by drilling deeper and faster into complex and detailed data. Online companies like Groupon and Rhapsody.com have just signed up, and 30 of the biggest online names are already Teradata customers; Electronic Arts, Gilt Groupe, GoDaddy.com, Netflix, Overstock.com, and the world's leading online auction marketplace.
Relevant News Links
Teradata is offering a “Next Generation Digital Marketing Webinar Series” to help senior digital marketing and e-commerce executives and supporting IT managers use analytics to drive marketing ROI. The webcast is coming up and the public is free to listen in. Simon Zhang, Director of Business Analytics at LinkedIn, will share insights from data-driven campaigns in a webinar Tuesday, August 28, open to the public by registering here. LinkedIn is the world's largest professional network on the Internet, currently with more than 175 million members.
Visited by more than 11 million car shoppers each month, Cars.com is the leading destination for online car shoppers, offering credible and easy-to-understand information from consumers and experts to help buyers formulate opinions on what to buy, where to buy and how much to pay for a car. Launched in June 1998, Cars.com is a division of Classified Ventures, LLC™.
About TeradataTeradata (NYSE: TDC) helps companies get more value from data than any other company. Teradata’s leading portfolio of big data analytic solutions, integrated marketing applications, and services can help organizations gain a sustainable competitive advantage with data. Visit teradata.com.
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