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
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
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:
- More efficient allocation of resources
- More accurate communications
- Higher productivity
- Deeper visibility into detailed data and market opportunities
- More control of the marketing process
- Significant cost savings from increased automation
- 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
Data warehouse-driven CRM combines real-time detailed information,
advanced analytics, and operational, event-triggered communications.
MRM helps complete the capability cycle.
New Teradata partnerships have added other integrated and complementary
Interaction Advisor — real time analytics to
recommend the next best offer or message to customers at the moment
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
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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