Teradata Applications Customer International Speedway Corp. Receives 2013 Ventana Research Business Technology Leadership Award ISC Honored for Marketing Excellence Using Teradata Applications Solutions

INDIANAPOLIS, May 29, 2013 /PRNewswire/ -- Teradata Corporation (NYSE: TDC), a global leader in analytic data platforms, applications and services, announced today that International Speedway Corporation (ISC), a long-standing Teradata customer, has received the Ventana Research 2013 Business Technology Leadership Award in Marketing Excellence, for using Integrated Marketing Management (IMM) solutions from Teradata Applications to manage its data-driven marketing initiatives.

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The Ventana Research Leadership Awards recognize organizations and supporting technology vendors that have effectively achieved superior results through using people, processes, information and technology while applying best practices within specific business and technology categories.  This year's award for Marketing Excellence will be presented to ISC at the 2013 Ventana Research Business Technology Leadership Summit being held May 30 in San Francisco, CA.  The awards event can be viewed live on the web by registering through the following link: http://www.ventanaresearch-videocasts.com.

Founded in 1953, ISC is a leading promoter of motorsports-themed entertainment activities in the United States, and is owner / operator of 13 of the nation's premier motorsports entertainment facilities.  ISC's Marketing team, through a life-cycle marketing  initiative called "fanMAX," promotes well over 100 motorsports events during the racing season, all focusing on the guest experience by applying customer data more effectively. 

"We recognized that creating a highly customized user experience would be impossible without a state-of-the-art data collection methodology and an integrated marketing approach," said Jenelle Kueter, Senior Manager, CRM for ISC. "Today, with Teradata-driven marketing capabilities, we have now established a 360-degree view of the consumer to know every touch point, what customers bought, when they bought it, why and how they made a purchase. Without a solid data-driven foundation - the 'data science' side of marketing – we would be navigating by art and instinct alone. By putting the art and science together, we have become more nimble, accountable and, most importantly, more profitable."

Mark Smith, CEO of Ventana Research said, "Our objective with the annual Business Technology Leadership Awards is to distinguish pioneers and leaders -- both organizations and individuals that exemplify clear visionary and transformative leadership.  In the area of Marketing Excellence, ISC has demonstrated an understanding that the successful management of their processes and performance requires a heightened level of expertise, determination and a team effort."

Lisa Arthur, CMO, Teradata Applications added, "We salute the team at ISC for this well-deserved honor.  ISC has illustrated marketing foresight and a strategic approach to capturing and applying customer data more effectively to continuously ensure that each of their customers -- called 'guests' – has experiences that are highly customized and engaging."

About Teradata
Teradata Corporation (NYSE: TDC) is a global leader in analytic data platforms, applications and services that empower organizations to make the best decision possible for competitive advantage.  Teradata's market-leading Integrated Marketing Management (IMM) solutions advance the productivity and performance of marketing organizations through a data-driven approach that simplifies the complexity of today's rapidly changing marketing environment. To learn more about Teradata Applications, visit teradata.com

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RAW MATERIAL

The initiative changed everything about our operational processes (email, direct mail, call center campaigns). We can now track campaigns to know how consumers want to be communicated to (rather than batch and blast like before). Integration with call-center technology provides true insight into each touch point with a customer.

The marketing services team has been streamlined so that job requests and tasks have changed; direct marketing functions and call center initiatives have changed in the way we reach out customers. Also, users at each of our 13 business units (tracks) can generate email capmaigns themselves rather than rely on corporate.

With more than 4 million customer records (across a wide spectrum of socio-economic factors) and 13 million orders dating back to 2002, ISC knew a state-of-the-art data collection methodology and integrated marketing approach were needed to create a highly customized experience. ISC had a rich pool of complex data to draw upon, but it was difficult to capture and leverage it effectively.

Data is now core to ISC's marketing efforts, from collecting and cleansing it to analyzing and applying it. This laser focus on clean and reliable data ultimately enables ISC to be more customer focused. ISC gained control of its data and leveraged the data to communicate in a relevant and timely manner as demanded by its customers.

ISC had a rich pool of complex data to draw upon, but it was difficult to capture and leverage it effectively. The company's legacy marketing platform was simply not up to the task. ISC gathers a massive volume of data in any given year. The company wanted to pull information as far back as 2002, which meant taking 10 million rows of data that had to be managed through the application. (When implemented, it was at 10 million rows of data. It is now at 13 million rows of data). Only Aprimo Marketing Studio offered the infrastructure to support and maintain the application ISC needed. Technology has been essential to experience significant improvements in customer acquisition and loyalty by gaining control of data and leveraging the data to communicate in a relevant and timely manner as demanded by customers.

ISC undertook a detailed selection process that analyzed 10 marketing solutions. The core project team analyzed all applications to see what CRM technologies would work best, narrowed the options to three vendors. From there, a group committee (with representatives from all areas of the business) used a detailed scoring sheet to score all three to ensure the chosen tool would be one everyone could utilize. Aprimo came out on top because of ease of use (espeically for our non-technical users) and it was process oriented and had a good GUI.

Ventana Research has announced the results of the 8th annual 2013 Leadership Awards. The Leadership Awards recognize organizations and supporting technology vendors that have effectively achieved superior results through using people, processes, information and technology while applying best practices within specific business and technology categories.

The awards distinguish pioneers and leaders -- both organizations and individuals that exemplify clear visionary and transformative leadership. The award recipients have demonstrated an understanding that the successful management of their processes and performance requiring a heightened level of expertise, determination and a team effort.

The Leadership Awards have become an industry tradition, with leaders and innovators identified annually by the Ventana Research team. This year's Leadership Awards will present participants with an exciting opportunity to receive their award at the Ventana Research Business Technology Leadership Summit (ww2.ventanaresearch.com/LeadershipSummit2013.html) on May 29th and 30th, 2013 at the Hyatt Fisherman's Wharf in San Francisco, CA. Members of the press are invited to come to the Summit and learn more about the advancements of these organizations using technology.

Marketing Excellence:  International Speedway Corporation using Teradata Aprimo

 

SOURCE Teradata Corporation



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