2nd Annual 2011 Socialization of Data Experience Showcases the Power of the New Teradata

Socialization of Data Experience Enables Attendees to Receive Personalized, Real-Time Offers from Local Businesses via Social Media Channels Leveraging Aprimo Integrated Marketing Management

Sep 28, 2011, 09:00 ET from Aprimo

INDIANAPOLIS, Sept. 28, 2011 /PRNewswire/ -- Aprimo®, a global leader in cloud-based integrated marketing software, today announced an innovative Social Experience for attendees at PARTNERS 2011, the Teradata User Group Conference & Expo, Oct. 2-6, San Diego. The project is part of Teradata's ongoing Socialization of Data, an initiative announced last year that showcases a new era of insight, where data from traditional and non-traditional sources are combined to radically change how businesses communicate with their customers and prospects.

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"The Socialization of Data means mastering data. Taming data so that we can extract the insights and truths that propel companies and transform institutions," said Darryl McDonald, Teradata Executive Vice President, Applications, Business Development and CMO.  "It enables us to measure how far we've come in socializing what is considered by analysts and consultants to be your most valuable resource – your data. The Socialization of Data experience is meant to showcase how technology from Teradata, Aster Data and Aprimo can power marketing with data to dramatically enhance its effectiveness."

This year, Teradata is working alongside Aprimo and Aster Data to expand the initiative, combining big data analytics, new social media technologies and integrated marketing management (IMM) software to actively apply socialization of data to the attendee experience. Combining profile data gathered in advance, including attendees' preferences, with real-time social media data, the experiment will aggregate insights about PARTNERS attendees and use that information to present 100 highly relevant offers – in real-time – from more than 65 San Diego businesses and event sponsors. Aster Data will be showcasing its advanced analytics on multi-structured data to perform influencer, trends, text and virality analysis. All data will be housed by Teradata. Aprimo and Teradata will then present attendees with the offers during the event using Aprimo Marketing Studio (AMS) and Aprimo Relationship Manager (ARM), with data insights powered by Teradata.

"Amidst a flood of irrelevant offers arriving via email, social networks, mobile devices and even traditional channels, consumers are tuning marketers out, and that's bad news," said Lisa Arthur, Aprimo CMO. "By putting the customer in charge, we enable a better overall experience, and attendees will see that firsthand during the 2011 Teradata PARTNERS User Group & Expo. Real-time offers, informed by insightful data that shows the power of IMM – that's the Socialization of Data."

Socialization of Data Initiative Showcases the Power of Teradata

Aprimo, Aster Data and Teradata are combining technologies to demonstrate the power of an Integrated Marketing solution. The IMM market, which is $5 billion and growing, has emerged as a critical focus for businesses because marketing represents one of the largest areas of investment for most companies. Aprimo, already considered the IMM leader, helps marketers drive business growth strategies, simplify complex processes and optimize marketing performance with an integrated suite of technology that includes Marketing Operations, Multi-Channel Campaign Management, Analytics and Data Management. Aprimo's IMM solutions can be leveraged together or in modules as best fits a company's growth plans.

Attendees will experience firsthand how they can accelerate time-to-market for revenue generating campaigns, product launches and strategic brand initiatives by capitalizing on rapidly expanding digital channels. The experience begins with an email campaign to attendees directing them to a microsite that connects them to content on social media channels including Facebook, Twitter and LinkedIn.

Once attendees select and customize offer and delivery preferences, Aprimo software will integrate real-time social engagement data with previously collected user data to deliver relevant offers to attendees that they can access via smartphone, laptop, tablet or any mobile device that is SMS-capable. Offers include discount coupons at restaurants such as McCormick and Schmick's, specials at local spas, and special offers from companies participating in the 2011 Teradata PARTNERS Expo.

"Unlike standard daily deal sites that offer the same discount or coupon to everyone, our experiment will tailor each offer to the user, based on their preferences or recent likes, tweets or posts," added Arthur. "In this way, we'll be showing attendees how it feels to be 'in charge' of their experiences so they're better able to design and deliver IMM strategies and campaigns that capitalize on the vast potential of socialization of data. The social experience will truly show the power of the new Teradata."

About Aprimo

Aprimo, a Teradata company, is a leading global provider of marketing software and services that enhance the productivity and performance of marketing organizations. Through the use of Aprimo's integrated marketing software, Aprimo Marketing Studio® for B2C, Aprimo Marketing Studio® for B2B, and Aprimo® Relationship Manager, marketers can integrate their organizations, get control of budget and spend, eliminate internal silos with streamlined workflows, and execute innovative multi-channel campaigns to drive measurable return on investment. Hundreds of thousands of marketers trust Aprimo to revolutionize their marketing. Aprimo customers include over one third of Fortune 100 companies, and nearly one quarter of Global 100 companies. Founded in 1998, Aprimo is headquartered in Indianapolis with offices worldwide. For more information call 1.317.814.6465 or visit www.aprimo.com.

Teradata Corporation (NYSE: TDC), Aprimo's parent company, is the world's largest company focused on raising intelligence through big data analytics, data warehousing and integrated marketing management. Our customers trust Teradata's innovative products and services expertise to deliver measurable business value. Teradata acquired Aprimo in January 2011. For more information, visit www.Teradata.com.

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