2011 Social Experience Delivers Great Deals to PARTNERS Attendees
Mastering a swelling torrent of data is today’s biggest IT challenge. But at PARTNERS, the 2011 Teradata User Group Conference & Expo, attendees will learn how to shoot the rapids – and get some great deals, too.
One highlight of the event, being held October 2-6 in San Diego, is a unique Social Experience. Teradata will combine attendee profile data – including preferences – with real-time social media data such as Twitter feeds, Facebook “likes,” and LinkedIn connections. Powerful solutions from Teradata, Aprimo, and Teradata Aster will create insights from the aggregated data and use them to deliver highly relevant, offers to attendees.
“The Social Experience will showcase strategies for combining Big Data, unstructured data, and social media data with traditional data,” says Darryl McDonald, Teradata Executive Vice President Applications, Business Development, and CMO. “We’re demonstrating how organizations can socialize their data, using the resulting new insight to create real business value – what we call “data equity” – for their companies.”
More than 40 San Diego businesses and event sponsors are participating in the Social Experience. Depending on their preferences, PARTNERS attendees may receive personalized offers for discounts at Gaslamp Quarter restaurants such as McCormick and Schmicks, specials at local spas, and valuable offers from companies participating in the 2011 Teradata PARTNERS Expo. Attendees can access the offers via smart phone, laptop, tablet, or any other SMS-capable mobile device.
Exploit the Power of the New Teradata
The Socialization of Data, an ongoing initiative introduced by McDonald in 2010, encourages IT and business executives to explore new ways to collect, integrate, and analyze non-traditional and traditional data.
“By using Socialization of Data initiatives to master data management strategies and tame an onslaught of new data types, companies can extract insight and truths never before possible,” explains Scott Gnau, president of Teradata Labs. “That’s the way organizations can use their most valuable asset – data – to communicate more effectively with customers and prospects and propel themselves ahead of the competition.”
The Social Experience is powered by technologies from Teradata, Aprimo and Aster. Here’s how it works:
Preferences, mixed with attendee information, is analyzed in a data warehouse from Teradata where unique reports regarding the types of offers redeemed, etc. can be generated.
- Showcasing the value of utilizing a “social network” as part of an integrated marketing management (IMM) strategy, Aprimo Marketing Studio and Aprimo Relationship Manager drive communications and analysis
Attendees connect to Aprimo Offer Exchange, a prototype Facebook app, where they update profile data and indicate their preferences.
Preferences, mixed with attendee information, is analyzed in a data warehouse from Teradata where unique reports regarding the types of offers redeemed, etc. can be generated.
The Teradata Aster MapReduce Platform – which marries MapReduce, the language of big data analytics, with Structured Query Language, the language of business analytics – analyzes multi-structured data from Twitter, attendee registration information, and other social media sources.
Get Ready for New Insight
By including data from non-traditional sources such as social media, the Social Experience demonstrates how looking beyond transactional data can revitalize and even transform a company’s analytic insights and business decisions.
“Social networks aren’t simply new channels,” says Lisa Arthur, Aprimo CMO. “These networks, combined with other social media, are gateways to volumes of insight. Customers are sending daily – if not hourly – buying signals to companies on laptops, tablets, smart phones and other devices. The Socialization of Data shows companies how to interpret and respond to those signals moving forward.”
Through the Social Experience at PARTNERS, attendees will experience firsthand how they can take charge of their own marketing experiences. They can use this knowledge to steer their own organizations through the whitewater of data and capitalize on their data equity.