Teradata, Lunexa Partnership Introduces Digital Marketing Attribution Solution for Teradata Aster Analytics Platforms

Marketers can analyze customer path-to-conversion behavior, continuously improve customer experience and grow return on marketing investment

SAN FRANCISCO, Calif – The increasing complexity and volume of customer interactions through digital channels has accelerated the need for marketers to fully understand customer online behavior. To address this critical issue, Teradata (NYSE: TDC) and Lunexa, a technology consulting firm dedicated to helping firms harness their data assets, today announced a partnership to introduce a Digital Marketing Attribution solution built on the Teradata Aster MapReduce Platform.

“The pre-packaged Digital Marketing Attribution solution allows marketers to gain an integrated view of their customers' interactions across all digital marketing channels, including website, social, search and display advertising,” said Tasso Argyros, Co-President, Teradata Aster. “With Lunexa’s solution, firms can understand the value of each interaction in the customers’ path, the impact on conversions, and the impact on satisfaction. Combined with Teradata and Aprimo expertise, this makes it easier for cutting-edge marketers to become power players in a hyperactive and lucrative digital space.”

Lunexa’s key expertise is in the end-to-end process of architecting, designing, and implementing complex data-driven systems. Lunexa enables tighter integration between website traffic data and an enterprise's own customer and transaction data.

“Lunexa’s solution allows marketers to fine-tune their data analysis in order to more accurately evaluate marketing attribution, and thereby tie revenue to marketing efforts,” said Mike Anzenberger, vice president of solutions development, Lunexa. “Our partnership with Teradata Aster ensures our customers will have unmatched analytic information to explore and exploit a new universe of ‘big data’ sources – and discover multi-channel, multi-touch behavioral insight for better customer engagement.”

Lunexa’s expertise is applied to integrate key elements of a client’s digital marketing, site and product information into Teradata’s Aster database, a production-ready environment. Lunexa then configures Teradata Aster’s SQL-MapReduce® analytic modules to enable marketers to easily analyze customer behavior over time. Marketers and analysts can use these tools to conduct their own data mining in order to explore a customer's path-to-conversion, create a product-level sales funnel, and compare marketing interactions with sales results. They can also use pre-packaged dashboards developed by Lunexa to easily execute iterative ‘what-if’ analyses against the database in order to identify ways to continuously improve the customer experience and improve return on marketing investment.

Recent market research by Forrester found that as online marketing budgets grow, the need for tools to understand the complex interplay and attribution of mobile, social media, online ads, search and web visits is a high priority for most marketers.¹

The presence and future of digital marketing across many dimensions from technology to consumer and business experience will be the focus of a conference, with Lunexa and Teradata Aster representatives sharing insights.

Experts from Lunexa and Teradata will speak during the first Digital Marketing Analytics Roundtable with University of Maryland’s Robert H. Smith School of Business on Thursday, June 21, 2012. Academic and industry thought leaders will join digital marketing companies to share experiences in a roundtable session.

Participants include: Stephanie McReynolds (Teradata Aster), Stephanie Miller (Aprimo), Mike Anzenberger (Lunexa), Activation Investors, Adobe, International Speedway Corporation, American Red Cross, Barnes & Noble, Lunexa Consulting, Nationwide Insurance, Razorfish, Thinkvine, LivingSocial, and in4mation Insights.

The thought leadership session will be led by William Rand and Roland Rust, Marketing Professors and Directors of the Robert H. Smith School Center for Complexity. The event will be in the Smith Suite of the Ronald Reagan Building, Washington, D.C.

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About Lunexa
Lunexa provides consulting services and solutions focused on business intelligence, data warehousing, data integration and big data. Lunexa's full range of services, from strategy through execution, enables companies to maximize value from their data assets. From source system integration, to analytics and dashboards, Lunexa consultants offer unique end-to-end expertise on all aspects of data warehousing and business intelligence. To learn more, visit Lunexa online.

About Teradata Aster
The Teradata Aster MapReduce 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's patented SQL-MapReduce® to parallelize the processing of data and applications and deliver rich analytic insights at scale. Companies including Barnes & Noble, Intuit, LinkedIn, and Gilt Groupe use Teradata Aster to deliver applications such as digital marketing optimization, social network and relationship analysis, and data science. Visit www.asterdata.com for more information.

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 deliver data integration and business insight to empower organizations to make the best decisions possible for competitive advantage. Visit teradata.com for details.

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For Press Inquiries, Contact:
Mike O'Sullivan
Teradata - U.S.
(937) 242-4786

For Press Inquiries, Contact:
Danielle Cole, Lunexa
Teradata - U.S.
(415) 505-9273

Teradata is a trademark or registered trademark of Teradata Corporation in the United States and other countries.

Featured Resources
Infographic: Do You Have An Attribution Problem?
Datasheet: Digital Marketing Optimization Solution
Whitepaper: Using Multi-Touch Attribution for Deeper Insight into the Customer Journey
Webcast: Marketing Attribution with Razorfish
Video: Teradata Aster and Aprimo for Digital Marketing Optimization

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