Teradata Software Improves Targeting Ability

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Teradata, a division of NCR Corp., this week announced the availability of an enhanced version of its software suite called E-business Analytics.


The software covers marketing applications related to data collection and storage as well as targeted offers. Teradata has implemented some of e-marketing firm BroadVision's software to upgrade the suite following a deal signed late last year by the two firms.


Mike DeBrosse, vice president of e-business marketing at Teradata, Dayton, OH, said the enhanced package will allow marketing strategies to "better reflect the activity on [marketers'] sites."


The software can help firms determine where and when shopping carts are being abandoned and can find causes for these lost sales opportunities, DeBrosse said.


"As an example, you might learn that people are being put off when they see your shipping options," he said.


The package lets firms collect data on individuals via multiple channels, allowing businesses to use data they collect online for targeted efforts in retail stores or vice versa.


If a company, through its own research, learns that an Internet customer uses a particular retail outlet, it can make special online offers to the customer that can also be used in a store. Information collected during e-mail campaigns can be incorporated within the software as well.


E-business Analytics also includes ad performance reports such as click-through statistics and sales-conversion rates. DeBrosse said the reports can help businesses forecast sales and manage their supply chains.


The package will cost between $100,000 and $200,000, depending on the features ordered and the volume of data storage needed.


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