May 15, 2013 | LONDON, UK

Data Driven Marketing Becomes Increasingly Vital for Business Success, New Teradata Survey Says

Telco, IT, Retail and Finance are the industries investing the most in marketing technology to back their data-driven marketing approach.
Teradata Corporation (NYSE: TDC), the global analytic data platforms, applications and services company, today provided more than 1000 delegates attending its CONNECT 2013 Marketing Conference a sneak preview into the initial results of an important pan-European marketing study Teradata calls “The Marketer’s Technology Atlas.”

The just-completed study surveyed more than 1,000 marketing professionals -- ranging from CMOs and key decision makers to marketing managers and technology users -- from 18 countries and across nine major industries to uncover the challenges and trends in data-driven marketing adoption by European businesses.
The study, which will be formally announced in June, was conducted by the Technical University of Munich and the University of Applied Management in cooperation with Teradata eCircle, a division of Teradata. The findings portray how marketers are using marketing technology to achieve their business objectives in an increasingly complex data-driven marketing environment. Key trends from The Marketer’s Technology Atlas study include:
  • Multi-channel reality: On average, marketers in Europe constantly manage more than seven different channels– from social     to print, from search to TV. More than one quarter of marketers (26%) are working to coordinate the customer experience     across more than ten channels. 
  • Digital shift: Among the Top Ten channels European marketers are investing in in 2013, the first seven are all digital.     Business investment in these leads the more “traditional” channels such as in call centers, Point of Sale campaigns and     events.
  • The Data Gap: The powerful correlation between use of data for marketing decisions and overall campaign success can’t be     underestimated. Data-driven marketers are two times as positive about their marketing success as their peers who struggle     with data analytics. 

“These findings, and more to come, clearly indicate a paradigm shift is happening in the minds and budgets of marketers across Europe,” said Volker Viewer, vice president, Teradata eCircle. “Data-driven marketing is changing the game. Savvy marketers are already on board, with industries like Retail and Financial Services showing the way.”
Teradata eCircle plans to make the final results of The Marketer’s Technology Atlas, its Multi-Channel Campaign Management survey, available in June. To reserve an advance copy, email kerstin.nachtigall@teradata.com.

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