Teradata has revealed four updates to its Integrated Marketing Cloud aimed at serving data-driven marketers.
The changes were announced at the big data analytics firm's partner conference, which is taking place in Nashville, Tennessee, this week.
As outlined by Lisa Arthur, CMO, Teradata Marketing Applications, the updates relate to Marketing Operations, Campaign Management and Digital Messaging, and are designed to give marketers a better view of data and the ability to take action on it to build customer loyalty and subsequently drive revenue.
Though the Marketing Operations Suite has always offered asset management, the enhancements adapt the software to the demands of the digital world in which these assets have grown exponentially.
Arthur said: "Today's customers expect a compelling, relevant and personalised experience each time they interact with a brand.
"By providing open, cloud-based Marketing as a Service' delivery of all our digital solutions, combined with the real-time data integration and analytics that only Teradata can provide, users of the Teradata Integrated Marketing Cloud can deliver the most individualised, timely and relevant customer brand experiences possible."
The Integrated Marketing Cloud will also let users track digital behaviour across multiple sites, marrying it up with existing information to create more informed and relevant feedback to end users.
"Consumers are now in much more control, when we think about social networks and how Twitter and Facebook can change a brand perception overnight," she continued.
"We are living in an always-on environment, and it really is an imperative for marketers to address this gap; to be more focused in real-time."
Enhanced digital messaging introduces content management combined with digital delivery, which ensures consistency within a particular brand while still producing new content.
Teradata has entered into a number of new partnerships, with ADAM Software for enhanced digital asset management, Celebrus Technologies for real-time contextual data analysis, LiveRamp for better measurement, targeting and personalisation of digital marketing and Urban Airship for greater focus on mobile relationships.
Simon Burton, CEO of Celebrus Technologies, said: "Like Teradata, Celebrus recognises the immediate and long-term business value of customer-centric digital marketing.
"By integrating solutions that enable companies to improve personalisation and deliver truly relevant messages, Teradata and Celebrus are empowering businesses to meet the high expectation of today's always-on' consumer."
In a survey of 400 marketers conducted by Teradata and E-Consultancy in September, it was revealed that 86 per cent are using some degree of personalisation in their marketing campaigns, yet fewer than 20 per cent are doing so in real-time.
Darryl McDonald, president of Teradata Marketing Applications, said: "For most companies today, the customer experience is fractured and inconsistent, especially as it relates to digital channels.
"With these latest advancements to our Integrated Marketing Cloud, Teradata customers can achieve the holistic view, control and consistency that data-driven marketing promises. We'll help them get more from their customer data and integrated marketing applications so they can do more to personalise interactions, better inform their marketing and business planning, and drive more revenue."
