Identify Audiences Across Anonymous and Known ChannelsIntegrate More Customer Data from More Sources with Teradata Data Management Platform

9.15

MARKETING.TERADATA.COM2

Connect with Audience Behavior in Every Channel

All marketers face a similar challenge,

delivery channels have exploded. Once

limited to direct mail, radio, and television,

marketers can now reach out via email,

Web, SMS, digital display, mobile apps,

and numerous social avenues. Each

touch point generates new data, so

customer information has grown in equal

proportion. Sifting through terabytes

of information and identifying your

customers’ interactions seems impossible

given all the channels and devices. But

a savvy marketer must respond with

relevant and individualized messages to

meet customer expectations.

What would you do if you knew you

could collect and integrate data on

anonymous and known audiences?

The Teradata Integrated Marketing Cloud

offers a powerful Data Management

Platform to help you make sense of the

onslaught of customer data coming

from multi-channel marketing. As part

of Teradata Marketing Applications,

the platform allows you to collect and

integrate data across channels and use

it in multiple campaigns and projects.

With Teradata, you’ll be able to leverage

integrated insights from every marketing

channel to increase engagement and

return on investment.

The Data Management Platform allows

you to bridge the worlds of customer

marketing and digital advertising,

ensuring a consistent customer

experience regardless of the consumer’s

channel. Let Teradata help you sift

through the data so you can create

and target relevant audiences across

display, mobile, video, email, Web, social

and offline channels.

Power your marketing with integrated

insights from Teradata Integrated

Marketing Cloud. You have the data

you need to know more about your

marketing, the agility and tools to ignite

action, and tools you need to improve

brand engagement.

MARKETING.TERADATA.COM3

Power Your Marketing with the Teradata Integrated Marketing Cloud

Achieving the integrated insights

needed to power your marketing starts

with the Teradata Integrated Marketing

Cloud, the critical component in

gaining a centralized view of data

from marketing initiatives throughout

the organization. Simplify marketing

through holistic, deep and actionable

integrated insights. Empower efficient

processes through an integrated and

flexible platform. Deliver customer

engagement through dynamic, real-

time experiences.

As the foundational component of

the Teradata Integrated Marketing

Cloud, the Data Management Platform

provides deeper insights to drive

individualized marketing efforts by

collecting and unifying data from

paid, earned, and owned marketing

platforms in a single solution.

Marketers can pinpoint and connect

with all desired audiences, no matter

where they sit within the sales funnel—

from acquisition to onboarding, presales

to retention. Teradata helps you form

closer, one-to-one relationships.

Merging Your Partner

EcosystemsWith the Data Management Platform,

Teradata can help you and your

agency partners merge the marketing

ecosystems of known and anonymous

audiences. Collecting and analyzing

data is effortless with the platform. Gain

the insights you need to target rich

segments across the internal, external,

and partner channels.

With a broad partner ecosystem,

Teradata can help you see known and

anonymous customers across the

entire market space with more than

40 leading advertisers, publishers,

agencies, and media trading desks—this

includes AppNexus, Google DoubleClick,

MediaMath, and many others. These

partnerships enable you to quickly

integrate data and applications with the

Data Management Platform and with the

Teradata Integrated Marketing Cloud.

This means you can provide a consistent

customer experience quickly from a

single solution.

MARKETING.TERADATA.COM4

Core Features and Capabilities

Providing marketers with integrated

insights to help you better connect

with customers, the Teradata Data

Management Platform builds on

Teradata’s broad suite of marketing

applications. Each of the features

outlined below will help you capture

100 percent of customer interaction

data across all channels. Furthermore

these capabilities allow you to see

insights from every stage of the

customer journey.

Data CollectionData Collection helps marketers

integrate data on their web sites, ad

impressions, and clicks in real time.

For any page view, impression, or click

you can track over 100 data points

per web user. This data can be used

to create audiences to fit campaigns.

By capturing this data, Teradata

unlike any other company can provide

unified interaction management across

outbound, real-time, and audience

marketing—and unified data across

anonymous and known customers.

For this purpose, the Data Management

Platform allows you to create,

configure, and export data tracking

pixels. These pixels can be used on

numerous touchpoints to accurately

report on traffic and views,

providing instant performance

indicators on your initiatives.

Custom AudiencesWhen you have collected the data,

it’s time to get value out of it by

creating relevant audiences. Custom

Audiences allows you to segment

users on the hundreds of data points

collected or integrated with the Data

Management Platform.

The Audience Preview functionality

enables you to see an estimated review

of the audience to determine if this

audience contains a certain amount

of users that would make sense for

targeting.

When you have successfully created an

audience, you can select the desired

platform to push the audience to. Configure an on-site pixel for conversion purposes.

Build an Audience.

MARKETING.TERADATA.COM5

Look-alike AudiencesLook-alike Audiences enable marketers

to target more people who look like an

established input audience or customer

segment. Based on a trained model that

analyzes many data points, the Look-

alike Audience uses an existing pool of

users to build a Look-alike Audience of

customers or prospects that are similar

to the input audience.

Look-alike Audiences can be used

to support any business objective:

targeting people who are similar to

converted users, people that have

certain interests, or simply to drive

additional awareness of a brand. The

Look-alike Audiences in the Data

Management Platform update in real-

time, which gives clients a unique

opportunity to target them at an

early stage.

A Look-alike Audience can be optimized

for Similarity or Reach.

• Similarity: When optimized for

similarity the reach of the new Look-

alike Audience will be smaller, but

the match will be more precise.

• Reach: When optimized for reach

the size of the new Look-alike

Audience will be greater, but with a

less precise match.

By default, the Look-alike Audience will

be automatically optimized towards a

balanced trade-off between similarity

and reach.

Audience InsightsFor both Custom Audiences and

Look-alike Audiences, Teradata offers

Audience Insights. These insights

include the following:

• Trendline of Audience Loads &

Reach of the last 7 days

– Loads indicate the amount of

users added to the audience.

– Reach indicates the number

of users you have seen in the

entire audience.

• Audience Totals

– Unique users of today and of the

last 7 days.

• Audience Overlap (top 10)

– The overlapping audiences within

the account.

• Audience Gender

– The split between Female and Male.

• Campaign Performance

– The client is able to select a

campaign and will see the unique

reach, click through rate (CTR)

and cost per thousand (CPM)

per day for the campaign in

combination with the audience.

Build the Look-alike Audience.

Analyze audience insights.

MARKETING.TERADATA.COM6

Display up-to-the-second reports with the Real-Time Dashboard.

Real-Time DashboardThe Real-Time Dashboard in the

Teradata Data Management Platform

allows marketers to monitor campaign

activity across one or more platforms

in real time. With subsecond latency,

you will instantly see data and be able

react accordingly.

Marketers are able to filter on one

specific advertiser or campaign and to

customize the report by dragging and

dropping the blocks to different parts

of the screen.

The dashboard displays:

• Impressions (count + trendline)

• Clicks (count + trendline)

• Media costs (count + trendline

• Today’s media forecast (count + trendline)

• World map

• Spend flow

The Real-Time Dashboard is API-

based, meaning it is fully customizable.

Customers can use the open API to

embed the report within their own

environment.

Report CentralBuild custom Data Management

Platform reports with Report Central.

Marketers can build their own custom

reports based on data they collected

through Teradata. Building a report

with Report Central is quick and easy,

usually complete in a matter of minutes.

Speed and flexibility are essential in

Report Central.

You can export and save reports. You

can also change the graphical view

of the report. Additionally, you can

increase the speed of big reports by

enabling data sampling. Marketers can

quickly understand how their efforts are

perfoming to make timely decisions.

Build custom reports with Report Central.

MARKETING.TERADATA.COM7

User OverlapUser Overlap from the Teradata Data

Management Platform allows marketers

to easily run an analysis, gaining

valuable and strategic insights on the

user overlap between two items. This

analysis calculates the percentage of

overlapping (unique) users that are

included in both the input item as

well as the comparative item. This is

especially useful in understanding the

intersection of your many audiences.

You are able to create cross-

dimensional reports with data from

audiences, pixels, external pixels, site

domains, and campaigns. The report

will show a graphical view and a tabular

view of the data, which includes the

item name and the percentage of the

overlap relative to the input.

Supporting Products

Integration SettingsData Management Platform is integrated

with several platforms. These platforms

include demand side platforms (DSPs),

sales side platforms (SSPs), ad servers,

data providers, email marketing

software, marketing automation, CRM

systems, and more. As a marketer, you

are able to integrate with any of these

platforms by going to the Integrations

settings within the platform.

The Integrations page shows an

overview with all active and available

integrations. Per integration, there is a

specification of the available Teradata

Data Management Platform features

for that integration. In the overview,

you are able to activate and deactivate

integrations. When you click on enable

integration, you will see a new page

showing more specific information

about the integration. This integration

also allows you to activate the

integration by contacting the Teradata

team or enable it by providing the

information as requested.

Create cross-dimensional reports to view User Overlap.

Choose your integration partners.

MARKETING.TERADATA.COM8

Pinpointing Audiences Across Channels

As delivery channels continue to

grow and expand, your customers are

shopping, comparing, interacting, and

communicating in new ways—providing

new information and clues about

their needs and expectations. The

Teradata Data Management Platform

can help you pinpoint customer

interactions across the multi-channel

ecosystem. These new touch points

can provide valuable information to

help you connect with customers with

individualized, relevant messages.

Previously anonymous Web users will

grow into customers.

Take control of all your customers’ data

from a single platform. Teradata can

help you and your agency partners

merge the marketing ecosystems of

known and anonymous audiences. Gain

the insights you need to target rich

segments across the paid, earned, and

owned ecosystem.

Power your marketing with Teradata.

Make one-to-one customer connections

easily from a single solution and know

more about your marketing, your

customers, and your business. Empower

your organization through integrated

insights to do more with data to

improve results and drive revenue.

To learn more about the breadth of

Teradata’s marketing technology

solutions and individualized marketing,

visit Marketing.Teradata.com.

10000 Innovation Drive, Dayton, OH 45342 Marketing.Teradata.com

“We power marketing.” is a trademark, and Teradata and the Teradata logo are registered trademarks of Teradata Corporation and/or its affiliates in the U.S. and worldwide. Teradata continually improves products as new technologies

and components become available. Teradata, therefore, reserves the right to change specifications without prior notice. All features, functions, and operations described herein may not be marketed in all parts of the world. Consult your

Teradata representative or Marketing.Teradata.com for more information.

Copyright © 2015 by Teradata Corporation All Rights Reserved. Produced in U.S.A.

9.15 EB-9143