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Teradata Marketing Resource Management [MRM]


Marketing Resource Management [MRM] is part of Teradatas Customer Management Solutions [CM] portfolio, and resulted from a new business partnership with enterprise software provider Assetlink. The solution, rebranded and ported as Teradata MRM [powered by Assetlink] will be available on demand and delivered on site.

Launched in October 2007, Teradata MRM enables companies to "automate the entire marketing process, giving marketers powerful tools to better plan and control marketing activities while measuring the business impact of their initiatives".

This enhances the other recent Teradata CM solution, Relationship Manager V6.

The MRM resource control tools increase the personal productivity and effectiveness of marketers by reducing the time it takes to plan, design, launch and analyze the cost and value of end-to-end marketing campaigns.


Business Benefits

Marketers are struggling with increasing complexity and pressure to increase return on customer relationships. MRM tools show the business how it can more effectively deliver economic performance.

MRM users claim annualized cost savings of more than one million dollars, while dramatically improving the effectiveness and accountability of their marketing activities. These benefits result from being built on a foundation of enterprise information.

Customers view MRM as a way of tightening alignment of budgeting and marketing process management activities to analytics to provide a truer picture of marketing's actual execution, as well as the impact across the business.

Teradata MRM complements existing Teradata analytical and operational CM tools, to provide a uniform planning framework for:

  1. More efficient allocation of resources
  2. More accurate communications
  3. Higher productivity
  4. Deeper visibility into detailed data and market opportunities
  5. More control of the marketing process
  6. Significant cost savings from increased automation
  7. Re-use of marketing assets

It allows businesses to further leverage their investment in Teradata through planning, project resourcing and running analytics and rules directly against the enterprise data warehouse.

Teradatas CRM capabilities are evolving rapidly, continuing to strengthen the Teradata value proposition at the advanced, pan-enterprise level.

Data warehouse-driven CRM combines real-time detailed information, advanced analytics, and operational, event-triggered communications. MRM helps complete the capability cycle.


Integrated Capabilities

New Teradata partnerships have added other integrated and complementary capabilities, including:

  • Teradata Interaction Advisor — real time analytics to recommend the next best offer or message to customers at the moment of interaction
  • Teradata Relationship Manager [RMV6]— software to automate marketing activities
  • Teradata eMarketing — integrated tools for the Web channel, which include a best-in-class e-mail engine, real-time reporting, and automated survey and banner ad generation and tracking

These enhanced solutions expand Teradatas existing comprehensive customer management solutions portfolio. Other solutions include:

  • Teradata Enterprise Offer Management — automated matching, prioritization and optimization of customer offers at the point of sale or service
  • Teradata Event-Based Marketing — rules-based marketing program that reads and recognizes specific customer behaviors and manages lead notification and timely follow up.

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