Hallmark

Hallmark Cards, Inc. is a privately held four billion dollar corporation that includes leading crayon manufacturer Crayola and other related companies. Hallmark and Crayola products are sold in approximately 100 countries through over 40,000 retail outlets, 4,000 of which are Hallmark Gold Crown stores.

Two years ago Hallmark was operating two Teradata environments: one of which had been in place since 1991 and was primarily used for its enterprise data warehouse, and a second added in 2001 for customer relationship management. Hallmark has since consolidated the two systems into a single 18-node Enterprise Data Warehouse from Teradata to gain a single view of the business that powers Hallmark's one-to-one marketing initiatives.

Teradata's Workload Management capabilities helped Hallmark combine the two systems to handle strategic analysis while providing quick response to queries that drive daily operations. Throughout the implementation, Teradata Professional Services Consultants worked closely with Hallmark's IT personnel to transfer knowledge and ease the transition. Ken Dale, a Hallmark Database Administrator, commented, "Teradata's emphasis on involving Hallmark's personnel throughout the process was instrumental to our now being self-sufficient." Based on the success of this data consolidation, Hallmark is currently in the process of merging the Teradata Demand Chain environment into its Enterprise Data Warehouse from Teradata.