Teradata launched its latest version of the Integrated Marketing Cloud, offering new features designed to help personalize communication by integrating customer-interaction data across paid, earned and owned channels. In addition to expanded data integration, the new release also offers integrated analytics.
The new features are a result of Teradata’s recent acquisition of DMP provider FLXone, which provides the data foundation for the Teradata Integrated Marketing Cloud.
Highlights of the latest release include:
- Data Management Platform (DMP), which enables marketers to collect online and offline data across all channels to track the entire customer journey;
- Unified Interaction Management, which can track ad impression data from search and display advertising; web behavioral data (such as content viewed and conversion tracking), as well as digital marketing data from email, social, and mobile channels; and
- Smart Content Decisioning, a self-learning engine designed to drive relevant content within emails, and help marketers achieve higher click-through and conversion rates.
"We help make marketers more agile through analytics-driven insights and strategic execution that let them build one-to-one connections with customers and drive revenue,” said Bob Fair, Teradata's Co-president and Global Head of the Teradata Marketing Applications division.