Teradata Applications Customer International Speedway Corp. Receives 2013 Ventana Research Business Technology Leadership Award

  Teradata Applications Customer International Speedway Corp. Receives 2013
            Ventana Research Business Technology Leadership Award

ISC Honored for Marketing Excellence Using Teradata Applications Solutions

PR Newswire

INDIANAPOLIS, May 29, 2013

INDIANAPOLIS, May 29, 2013 /PRNewswire/ -- Teradata Corporation (NYSE: TDC), a
global leader in analytic data platforms, applications and services, announced
today that International Speedway Corporation (ISC), a long-standing Teradata
customer, has received the Ventana Research 2013 Business Technology
Leadership Award in Marketing Excellence, for using Integrated Marketing
Management (IMM) solutions from Teradata Applications to manage its
data-driven marketing initiatives.

(Logo: http://photos.prnewswire.com/prnh/20130415/CL94334LOGO)

The Ventana Research Leadership Awards recognize organizations and supporting
technology vendors that have effectively achieved superior results through
using people, processes, information and technology while applying best
practices within specific business and technology categories. This year's
award for Marketing Excellence will be presented to ISC at the 2013 Ventana
Research Business Technology Leadership Summit being held May 30 in San
Francisco, CA. The awards event can be viewed live on the web by registering
through the following link: http://www.ventanaresearch-videocasts.com.

Founded in 1953, ISC is a leading promoter of motorsports-themed entertainment
activities in the United States, and is owner / operator of 13 of the nation's
premier motorsports entertainment facilities. ISC's Marketing team, through a
life-cycle marketing initiative called "fanMAX," promotes well over 100
motorsports events during the racing season, all focusing on the guest
experience by applying customer data more effectively.

"We recognized that creating a highly customized user experience would be
impossible without a state-of-the-art data collection methodology and an
integrated marketing approach," said Jenelle Kueter, Senior Manager, CRM for
ISC. "Today, with Teradata-driven marketing capabilities, we have now
established a 360-degree view of the consumer to know every touch point, what
customers bought, when they bought it, why and how they made a purchase.
Without a solid data-driven foundation - the 'data science' side of marketing
– we would be navigating by art and instinct alone. By putting the art and
science together, we have become more nimble, accountable and, most
importantly, more profitable."

Mark Smith, CEO of Ventana Research said, "Our objective with the annual
Business Technology Leadership Awards is to distinguish pioneers and leaders
-- both organizations and individuals that exemplify clear visionary and
transformative leadership. In the area of Marketing Excellence, ISC has
demonstrated an understanding that the successful management of their
processes and performance requires a heightened level of expertise,
determination and a team effort."

Lisa Arthur, CMO, Teradata Applications added, "We salute the team at ISC for
this well-deserved honor. ISC has illustrated marketing foresight and a
strategic approach to capturing and applying customer data more effectively to
continuously ensure that each of their customers -- called 'guests' – has
experiences that are highly customized and engaging."

About Teradata
Teradata Corporation (NYSE: TDC) is a global leader in analytic data
platforms, applications and services that empower organizations to make the
best decision possible for competitive advantage. Teradata's market-leading
Integrated Marketing Management (IMM) solutions advance the productivity and
performance of marketing organizations through a data-driven approach that
simplifies the complexity of today's rapidly changing marketing environment.
To learn more about Teradata Applications, visit teradata.com.

Get to know Teradata:
Twitter: https://twitter.com/teradatanews 
Facebook: http://www.facebook.com/Teradata 
YouTube: http://www.youtube.com/user/teradata 
LinkedIn: http://www.linkedin.com/company/teradata/products 

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

RAW MATERIAL

The initiative changed everything about our operational processes (email,
direct mail, call center campaigns). We can now track campaigns to know how
consumers want to be communicated to (rather than batch and blast like
before). Integration with call-center technology provides true insight into
each touch point with a customer.

The marketing services team has been streamlined so that job requests and
tasks have changed; direct marketing functions and call center initiatives
have changed in the way we reach out customers. Also, users at each of our 13
business units (tracks) can generate email capmaigns themselves rather than
rely on corporate.

With more than 4 million customer records (across a wide spectrum of
socio-economic factors) and 13 million orders dating back to 2002, ISC knew a
state-of-the-art data collection methodology and integrated marketing approach
were needed to create a highly customized experience. ISC had a rich pool of
complex data to draw upon, but it was difficult to capture and leverage it
effectively.

Data is now core to ISC's marketing efforts, from collecting and cleansing it
to analyzing and applying it. This laser focus on clean and reliable data
ultimately enables ISC to be more customer focused. ISC gained control of its
data and leveraged the data to communicate in a relevant and timely manner as
demanded by its customers.

ISC had a rich pool of complex data to draw upon, but it was difficult to
capture and leverage it effectively. The company's legacy marketing platform
was simply not up to the task. ISC gathers a massive volume of data in any
given year. The company wanted to pull information as far back as 2002, which
meant taking 10 million rows of data that had to be managed through the
application. (When implemented, it was at 10 million rows of data. It is now
at 13 million rows of data). Only Aprimo Marketing Studio offered the
infrastructure to support and maintain the application ISC needed. Technology
has been essential to experience significant improvements in customer
acquisition and loyalty by gaining control of data and leveraging the data to
communicate in a relevant and timely manner as demanded by customers.

ISC undertook a detailed selection process that analyzed 10 marketing
solutions. The core project team analyzed all applications to see what CRM
technologies would work best, narrowed the options to three vendors. From
there, a group committee (with representatives from all areas of the business)
used a detailed scoring sheet to score all three to ensure the chosen tool
would be one everyone could utilize. Aprimo came out on top because of ease of
use (espeically for our non-technical users) and it was process oriented and
had a good GUI.

Ventana Research has announced the results of the 8^th annual 2013 Leadership
Awards. The Leadership Awards recognize organizations and supporting
technology vendors that have effectively achieved superior results through
using people, processes, information and technology while applying best
practices within specific business and technology categories.

The awards distinguish pioneers and leaders -- both organizations and
individuals that exemplify clear visionary and transformative leadership. The
award recipients have demonstrated an understanding that the successful
management of their processes and performance requiring a heightened level of
expertise, determination and a team effort.

The Leadership Awards have become an industry tradition, with leaders and
innovators identified annually by the Ventana Research team. This year's
Leadership Awards will present participants with an exciting opportunity to
receive their award at the Ventana Research Business Technology Leadership
Summit (ww2.ventanaresearch.com/LeadershipSummit2013.html) on May 29^thand
30^th, 2013 at the Hyatt Fisherman's Wharf in San Francisco, CA.Members of
the press are invited to come to the Summit and learn more about the
advancements of these organizations using technology.

Marketing Excellence: International Speedway Corporation using Teradata
Aprimo



SOURCE Teradata Corporation

Website: http://www.teradata.com
Contact: Teradata Applications, John Sawyer, John.sawyer@teradata.com,
303.601.2949
 
Press spacebar to pause and continue. Press esc to stop.