Event-Based Marketing

Every day your customers receive thousands of marketing messages. From privacy laws to SPAM filters, they are doing everything possible to avoid unwanted communication. Event-Based Marketing (EBM) makes sure your messages are welcome by proactively making you aware of significant changes in individual customer behavior, and then automatically contacting that customer in a timely manner with a sales or service message relevant to their current or imminent needs.

Instead of simply pushing promotions to customers, Teradata Event-Based Marketing can tell you when your customers actually need something. EBM is customer-driven marketing. As a result, your communication is both more efficient and more welcome in the eyes of your customers. This adds significant value to your relationship that your customers will recognize and appreciate over time, and that will truly differentiate you from your competitors. Real companies around the world are seeing incredible results with customer-driven communications:

• Response rates of 60% plus on promotions
• Customer churn reduced by over 30%
• Above-the-line marketing spend less than 50% of nearest rival
• 3 to 5 times more profitable leads (event-based compared to traditional modeled leads)
• 98% customer satisfaction rating among highest value segments

Event-Based Marketing uses proven business rules to identify customers who exhibit certain behaviors, and then scans customer transaction and behavior records in the database for patterns that match the rules. These patterns can be as simple as a dropped cell phone call, or as complex as trends of behavior over time that indicate a life change. Market leaders who have implemented hundreds of these business rules have found that more sophisticated rules yield the highest returns. They rely on detailed historical and transactional data being available to ensure their messages are more relevant. In order to do that, companies rely on a single central source of that data.

Four Reasons You Should Talk to Teradata About Event-Based Marketing:

1. Teradata has developed, documented and implemented hundreds of EBM events in Finance, Insurance, Pharmaceuticals, Travel, Transportation, Telecommunications and Retail.
2. Teradata's unique data-driven approach to EBM ensures relevance by exploiting a comprehensive and historic view of customer data.
3. Teradata has the essential tools, methodologies and experienced personnel to help you get started quickly and easily.
4. Teradata has a total solution for EBM — no need to integrate multiple products and vendors — with the most powerful platform for customer analytics, event detection, campaign management and automated communications.

Most organizations start out with a couple of relatively simple, high-value events focusing on some quick wins. Through our experienced consulting organization, Teradata can help you:

1. Understand what EBM really is and what companies in your industry are actually doing
2. Understand the processes to get started and identify specific high-value events that will provide the best opportunity to prove the value of EBM to your business
3. Help you with an initial implementation with proven methodologies and tools that easily scales as the business reaps benefits and expands usage

Contact your Teradata Account Representative today, or contact us to find out more.

Teradata offers a Comprehensive Services Portfolio to help you leverage the power of your enterprise data warehouse and maximize your ROI. Count on our services teams to deliver a unique combination of data warehousing and business intelligence experience, deep industry knowledge and a proven track record of providing workable solutions to a wide range of companies and industries worldwide. From creating a customized solution to unparalleled assistance and support, Teradata can help you compete in the global marketplace.