Big Data-Driven Online Marketing Analytics Top Business Impact

Survey of data scientists, experts underscores the rising importance, business value of digital marketing

SAN DIEGO, California – Analytics experts and data scientists say that big data from  multi-structured data sources are having the greatest impact on business applications for digital marketing optimization, according to a webcast survey conducted by Teradata (NYSE: TDC), the analytic data solutions company.

The survey of quantitative analysts and experts followed a live Teradata-Aster Data webcast with guest speaker IDC Vice President Dan Vesset: “Big Data Analytics Comes of Age: Unlock the Power of Multi-structured Data” which covered the market forces driving the need for next-generation analytic platforms. The program, available online, also covers best practices among leading organizations and example use cases on big data for digital marketing optimization, social network and relationship analysis, fraud prevention, and applications from machine-generated data.

“Businesses everywhere are feeling the impact of the big data revolution and specific types of multi-structured data are driving new business opportunities,” said Randy Lea, vice president, Teradata’s Aster Center of Innovation. “To get value from big data, ‘quants’ or data scientists are becoming analytic innovators who create tremendous business value within an organization, quickly exploring and uncovering game-changing insights from vast volumes of data, as opposed to merely accessing transactional data for operational reporting.”

Randy Lea will be speaking at the O’Reilly STRATA SUMMIT on Big Data September 20-21 in New York City. His session is titled “Where Did Your Marketing Dollars Go? Digital Marketing Optimization and Social Network Analysis.” The Lea session is scheduled for 9 am Wednesday September 21 and will cover the explosion of new customer communication channels and the opportunities this phenomenon is creating for businesses.

Big data is a term commonly applied to large data sets where volume, variety, velocity, or complexity are beyond the ability of commonly used software tools to efficiently capture, manage, and process. Examples include Web logs, sensor networks, social media, medical records and more.

According to Teradata, customers should act quickly to gain the business advantages created by the emerging class of quants or data scientists. Their skills can be described as a mix of technical and analytical, combined with the acumen of business entrepreneurs.

When asked “Which applications (using multi-structured data) have the biggest impact on your business?” webcast survey respondents ranked these across five categories. (See Chart)

  • Digital marketing optimization (e.g., web analytics, attribution, golden path analysis)
  • Data exploration and discovery (e.g., data scientists, identifying new data-driven products, new markets)
  • Fraud detection and prevention (e.g., revenue protection, site integrity & uptime),
  • Social network and relationship analysis (e.g., influencer marketing, crowdsourcing, attrition prediction)
  • Machine-generated data analytics (e.g., Remote device insight, location-based intelligence)

survey
Survey conducted July 2011 – Teradata-Aster poll

Teradata is the long-recognized leader in solving large-scale big data problems within the integrated data warehouse. Coupled with the recognized leadership of Teradata solutions for big data and analytics, the addition of Aster Data Systems enables customers to easily address the big data challenge for multistructured data as well as structured data. By simply using Aster Data’s patented structured query language, SQL-MapReduce® technology, quants and data scientists can leverage the power of MapReduce with the commonly used and accepted language of SQL.

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About Aster Data
The Teradata Aster Analytic Platform is the market-leading big data analytics solution. This analytic platform embeds MapReduce analytic processing for deeper insights on new data sources and multi-structured data types to deliver analytic capabilities with breakthrough performance and scalability. Teradata’s solution utilizes Aster Data's patented SQL-MapReduce to parallelize the processing of data and applications and deliver rich analytic insights at scale. For more information visit www.asterdata.com or for more about Teradata, visit teradata.com.

About Teradata
Teradata Corporation (NYSE: TDC) is the world’s leading analytic data solutions company focused on integrated data warehousing,  big data analytics, and business applications. Teradata's innovative products and services empower organizations to integrate, analyze and profit from data for competitive advantage.  Visit teradata.com for details.
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Teradata is a trademark or registered trademark of Teradata Corporation in the United States and other countries.
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Aster Data provides a comprehensive platform for analytics and their SQL-MapReduce Developer Portal provides a community for sharing best practices and functions which can have an even greater impact to an organization's business.

IDC Research
Dan Vesset, Program Vice President, Business Analytics Solutions