ATA Airlines Deploys Teradata Solutions

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ATA Airlines Inc. announced yesterday that it implemented data warehouse, customer relationship management and revenue management solutions from Teradata, a division of NCR Corp.


ATA, Indianapolis, is operating a Teradata data warehouse, Teradata CRM 5.0 and Teradata Revenue Management Intelligence to enhance its ability to analyze passenger profitability and optimize customer service.


Previously, ATA maintained 45 different data sources covering activities from customer service to fleet maintenance.


Teradata lets the company combine all of these data sources into one place, which has lifted the take rate -- the acceptance of marketing programs offered to passengers -- 2 percent.


"With Teradata, our analysts and managers have a single view of our data, whether they are working to optimize profit on a certain route or improve the way we engage our customers," said Glen Baker, vice president of information services at ATA. "Our revenue management and CRM experts draw from the same data, allowing the company as a whole to operate more efficiently and effectively."


Other benefits the airline expects include the ability to identify significant customer events, rapidly deploy communications, improve revenue management performance measurement and improved forecast accuracy.


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