NCR Corp., a data warehousing vendor based in Dayton, OH, and Excite@Home's MatchLogic online advertising unit, Westminster, CO, yesterday said they signed an $8 million joint development and marketing agreement.
The agreement, effective late in the second quarter, includes an investment by both companies in technology infrastructure, integration and marketing. The deal also includes MatchLogic's purchase of a multi-terabyte E-Business Teradata Active Warehouse and Relationship Optimizer electronic customer relationship management software from NCR.
The agreement will allow MatchLogic's ad-serving and e-mail click-stream analysis to be integrated with NCR's Teradata database so customers can seamlessly integrate self-reported customer data form multichannel offerings — including e-mail, telemarketing and direct mail programs — and censure response data.
MatchLogic's data warehouse will increase the speed and sophistication of its click-stream analysis and manage the massive amounts of data coming from customer Web sites. Expected to reach quickly more than 5 terabytes in size, the privacy-enabled warehouse is built on NCR's Teradata database and includes NCR hardware, TeraMiner data mining software and services. The solution replaces MatchLogic's incumbent Oracle warehouses.
“The e-business market has matured to the point where the dot-coms, along with their brick-and-mortar counterparts, must build and maintain customer relationships to keep their competitive edge,” said Mark Hurd, senior vice president of NCR's Teradata Solutions Group. “NCR and MatchLogic are well- positioned to help these companies capture and analyze their massive amounts of data with high-volume data warehousing and leading Web analytics.”
According to both companies, NCR and MatchLogic will help customers gain deeper insight into consumer profiles and behavior based on self-reported data and will help further intelligence regarding the brands, products and services that their customers market.
The two companies will bring to market a MatchLogic-developed application that will enable marketers to determine more easily the results of e-mail marketing and e-mail-based customer acquisition and retention efforts. The solution will be based on current MatchLogic data practices of obtaining consumer choice regarding how information is used and of obtaining consumer consent before any such information is shared with third parties.
“MatchLogic and NCR have a powerful offering for businesses operating in the digital marketplace and looking to optimize their ROI,” said Tim Prunk, president of MatchLogic. “We will be one of the first digital marketing providers to integrate multiple marketing channels.”
Earlier this month, MatchLogic announced that Response Media, Atlanta, a dirt marketing and interactive media firm, will mange its opt-in postal address database. The database, which includes 4.5 million opt-in postal addresses, allows its advertising clients to extend its marketing communications to land-based message targeted against the same attributes that it pursues in its e-mail marketing campaigns: demographics, lifestyle interest, hobbies and purchase intent.
