format_quote Press Release

"Big Data Marketing" by Teradata Applications CMO Lisa Arthur Debuts at PARTNERS Conference

October 21, 2013 | DALLAS, Texas – PARTNERS User Group Conference

New book shows businesses how to overcome big data chaos and drive top-line growth through data-driven marketing strategies.Profits to be donated to American Red Cross through Teradata CARES

Teradata Corporation (NYSE: TDC), the leading analytic data platforms, applications and services company, today announced that all profits from global sales of Teradata Applications CMO Lisa Arthur’s newly published book, Big Data Marketing, will be donated to The American Red Cross through the company’s Teradata CARES program.

The book was published on October 14 (see press release). Today’s announcement was made by Teradata Applications President Darryl McDonald, during his keynote speech to more than 4,000 Teradata customers attending the company’s annual PARTNERS conference being held in Dallas this week.
"Lisa is truly an industry thought leader, and this eye-opening book is not just for marketers and CMOs, but for C-suite senior executives, and IT leaders, too," McDonald said. "This book can help companies start the critical, must-have conversation around how data-driven strategies can benefit the entire enterprise, and how marketing is the best place to begin.  And on behalf of Teradata CARES, we are honored to direct all profits from international sales of Big Data Marketing to The American Red Cross, a longstanding Teradata customer and one of the most outstanding non-profit organizations of all time."
In Big Data Marketing:Engage Your Customers More Effectively and Drive Value, Arthur tells the story of how The American Red Cross adopted data-driven marketing strategies to strengthen relationships with constituents, improve fundraising efforts, and speed response in times of crisis.  This and many other examples are sprinkled through the book.
"Because technology, data, and digital are so critical for how we are operating, Marketing and IT at the Red Cross really come together.  We think this is going to revolutionize how we market to and interact with the public.  If we can use data to get more donations of time, money, and blood, then the Red Cross can do more to support people in need," said Peggy Dyer, CMO, American Red Cross.   "We are honored that profits from Lisa Arthur’s book Big Data Marketing will be shared with The American Red Cross," said Peggy Dyer, CMO, American Red Cross.
In Big Data Marketing, Arthur draws on more than 30 years of technology industry marketing leadership and her current role as Chief Marketing Officer with Teradata Applications, to provide a common-sense, step-by-step and proven approach to data-driven marketing adoption.  It is a priority read for executives, marketers and others who want to tackle big data and use it to improve customer experiences, show revenue impact and demonstrate the value of their own roles.  Arthur uses non-technical language, additional downloadable resources, and a healthy dose of humor to help business leaders better understand and master the challenges and opportunities of modern big data marketing.

Readers will discover:


  • How marketers can use data to learn what they need to know;
  • How to make metrics your business "mantra;"
  • How to drive value through personalized messaging, and other proven ways to elevate customer experiences;
  • The five fundamental components of a successful data-driven marketing strategy;
  • Strategies to drive brand relevance and Return on Marketing Investment (ROMI); and,
  • Approaches to managing marketing spend, a company’s largest variable expenditure.


"It’s high time to tame the beast and open up the conversation about big data," Arthur urges. "As companies put off formulating plans, data continues to stream in, creating massive tangles of information, processes and applications. Today’s business leaders need to confront big data head-on.  Yet to do so, they must first have a clear view of the task ahead of them.  If you’re ready to move your business forward, and bypass all the sensationalism and hype, Big Data Marketing is for you.  Let’s start the conversation."
Big Data Marketing:Engage Your Customers More Effectively and Drive Value (WILEY; Hardcover & e-book; $30.00(US); ISBN: 978-1-118-73389-9) is available worldwide via, or through Barnes & Noble, Bookshout, 800CEORead, BAM!, or wherever books and e-books are sold.
About the Author
As Chief Marketing Officer for Teradata Applications, Lisa Arthur serves as an industry thought-leader driving Integrated Marketing Management (IMM) applications for Teradata Corporation. A 30-year technology industry marketing veteran, Lisa has received numerous awards and is a frequent speaker and prolific writer who masterfully combines a distinctive energy and enthusiasm with her keen depth of knowledge when sharing her thoughts on today’s most compelling marketing topics.  Arthur's recent honors include the DMNews 2013 "Marketing Hall of Femme" honoring today's top women marketers; the American Business Association's 2012 Gold "Stevie Award" for Marketing Executive of the Year; and in both 2012 and 2011 she was named a "Woman to Watch" by the Sales and Lead Management Association (SLMA). She is also a Trustee with the Marketing Sciences Institute. 

Relevant Resources




the American Red Cross

The American Red Cross shelters, feeds and provides emotional support to victims of disasters; supplies about 40 percent of the nation's blood; teaches skills that save lives; provides international humanitarian aid; and supports military members and their families. The Red Cross is a not-for-profit organization that depends on volunteers and the generosity of the American public to perform its mission. For more information, please visit or visit us on Twitter at @RedCross.Teradata is recognized as a leader in corporate social responsibility, with listings in the Dow Jones Sustainability Index for 2013, the FTSE4Good Index, the Forbes Global 2000 Leading Companies and the Maplecroft Climate Innovation Index.
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