British Airways will use a customer relationship management product from Teradata to improve its analysis and implementation of marketing campaigns, the company said yesterday.
In the initial phase of the project, British Airways will use the CRM solution to analyze, understand and deliver what it describes as personalized, relevant and timely communication to Executive Club members through e-mail and direct mail. British Airways and Teradata said further uses are being evaluated.
Teradata is a division of NCR Corp.
