Special Section:
Introduction
What's your next move?

CTO view
It's time to develop a strategy

Beyond business
Following a different pattern

Man on the street
Players own the board

Governance
Winning at the game of kings

Players own the board

n this special section, we've seen the innovative ways organizations use data warehousing—from cancer research to insurance fraud detection. Teradata CTOs also explained that we can find tomorrow's opportunities by meeting today's demands. In that vein, Teradata Magazine asked a handful of users about how Teradata is helping them meet the challenges they'll face in the near future.

Q: How is your company using its data warehouse?
A: We do a lot of event detection with the data warehouse, and we've become quite sophisticated at the events we can detect. So we can detect a salary increase, promotion, bonus, birth of a first child ... things like that.
-Mark Perrett

A: We're starting with a CRM module. We're doing campaigns, but we're also looking at revenue management-possibly populating a data warehouse with our revenue management data. With the combination between our marketing data and revenue data, we hope to give a better value to the customers.
-Shari Calhoun

A: Carlson Companies is a global leader in the marketing, travel and hospitality industries. Among the names in the Carlson family of brands and services are Regent International Hotels, Radisson Hotels & Resorts, Park Plaza Hotels & Resorts, Country Inns & Suites by Carlson, Park Inn hotels, Radisson Seven Seas Cruises, T.G.I. Friday's and Pick Up Stix restaurants, Carlson Wagonlit Travel and Carlson Marketing Group, a recognized leader in relationship marketing. We want to have an enterprise data warehouse for all of our companies.
-Tim Daleiden

Q: What are some challenges your company will face in the next year, and how is information helping you meet that challenge?
A: Shipment data has become a commodity in the transportation industry. Customers expect to have as much tracking information as possible given to them in a variety of ways. Our challenge is to continue providing customers with an unmatched level of service, which in part is dependent upon FedEx providing customers with the most critical shipping data about their packages. That information in turn helps them improve their business.
-Kevin Horne

A: Well, from my view, I don't think (the challenges) are technology oriented. I think they're more related to the culture and making sure everyone's on board. Based on what I've heard, I think those are the biggest issues, and within Carlson I am confident we will overcome them.
-Tim Daleiden

A: Getting our customer's attention. Our marketing is becoming focused on a more targeted pool of customers, while working in an industry that's becoming increasingly commoditized.
-Mark Perrett

Q: What is the biggest benefit of having a Teradata warehouse?
A: We are working a lot with behavior and revenue profitability. You can identify which companies are most profitable and go after them accordingly.
-Silvina Páez Pereda T

PHOTO BY SUSAN ALEXANDER