Lyris bolsters big data capabilities with Talend partnership

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Email marketing firm Lyris has tapped Talend, a provider of open source data integration software, ­­­to streamline data management for online marketing campaigns, Brennan Carlson, VP of corporate strategy and business development for Lyris, confirmed with Direct Marketing News on Mar. 5.

By Summer 2012, the company will use Talend Enterprise Data Integration to manage complex and substantial datasets—allowing Lyris to more effectively target marketing campaigns and deliver more relevant messages with measurable business results, added Carlson.

“With this technology in place, our customers will have access to data and analytics capabilities that will help them segment audiences at a deeper level,” said Carlson. “As Lyris customers seek deeper connections with consumers through marketing data and analytics, we needed a partner that would enable us to implement data integration technology across our marketing automation platform.”

Talend Enterprise Data Integration enables companies to synchronize and move data across a range of sources or departments. The software integrates with over 450 cloud and on-premise solutions including Google Applications, Google Analytics, Amazon RDS, Twitter, as well as solutions from Salesforce.com and SAP. These connectors are developed both by Talend's internal R&D department as well as its open source community.

"The exponential growth of big data in the digital marketing industry has resulted in more opportunities for companies to deliver value through data-driven marketing campaigns,” said Carlson. 

In a 2012 email report drawing on the responses of 500 marketers, Lyris revealed that the top concern was having the infrastructure to handle large data loads in real-time.

Lyris, whose email marketing platforms Lyris HQ and Lyris ListManager leverage analytics to provide automated email delivery and segmentation, has recently been bolstering its abilities to handle large datasets. On February 8, Lyris announced its selection Cloudera's Distribution Including Apache Hadoop to enhance its data analytics and get the results of digital marketing campaigns in near real-time.

Lyris, based in Emeryville, CA, reviewed several vendors before selecting the Los Altos, CA-based Talend.

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