Teradata Marketing Operations Reduce Costs and Increase Marketing Efficiency Product Insight Brochure
What Would You Do If You Knew? TM What would you do if you knew your marketing efforts could be freed from restrictions made stronger, more agile and centralized? Marketers today struggle to bring together a consolidated view of their marketing activities, spend, and resources. This leads to an inability to leverage insights from across the organization to make informed decisions and implement new strategies. Additional challenges include: Fragmentation of the organization and message on a global scale Inaccurate tracking and monitoring of spend Lack of marketing planning and task management coordination Inability to maximize people and assets to facilitate rapid execution Imagine a centralized view of your marketing including: current budget and spend, progress on campaigns in development, availability of resources, and immediate results on activities in-market. Data-driven marketers recognize the importance of marketing agility and flexibility. A centralized view of their marketing, aligned processes, and capabilities to share data across the organization, when, where, and how it s needed, enables these thought leaders to make data-driven decisions, and take immediate action to impact results. These marketers quickly reallocate funds to support new opportunities, distribute actionable content across the organization, and evaluate performance of active marketing initiatives to determine next steps across borders, time zones, and departments. This is data-driven marketing in action. You have the data you need to know more about your marketing, your customers, and your business, and the flexibility to do more with that data for greater marketing success. Thought leaders throughout marketing have adopted Teradata Marketing Operations as a key component of their data-driven marketing strategy. Data-Driven Marketing and Marketing Operations Data-driven marketing starts with a centralized view of customer data shared across the organization, leveraging data and insights to drive business forward. Teradata Integrated Marketing Cloud enables data-driven marketing by providing insight into customer interactions, increasing marketing agility and efficiency, generating greater revenue, architecting greater experiences, and proving value to your customers on-premise or in the cloud. 2
Teradata Marketing Operations is a critical component of the Teradata Integrated Marketing Cloud and successful execution of a data-driven marketing strategy. By developing a single view of all marketing activity, as well as accounting for resource usage, marketers can easily operationalize unique data insights to drive sales, reduce costs, and deliver a consistent customer experience. To make it easier for marketers to take advantage of this powerful solution, Teradata offers combinations of Marketing Operations modules to make it easier to get your marketing organization up and running. These modules are offered as on-premise solutions hosted by your in-house data centers, or you can benefit from Teradata s cloud-delivered applications for scalable and secure solutions. Marketing Operations Connects the Critical Pieces Teradata Marketing Operations is comprised of industry-leading components that create the most robust marketing operations automation solution, validated by hundreds of customers and leading third-party analyst firms. Marketers can expect flexible technology to streamline processes, provide greater accountability of marketing spending in alignment with corporate objectives, and drive increases in measurable Return on Marketing Investment (ROMI) with accurate data. If your organization would prefer to not spend time trying to keep up with increasing use demands and technology improvements, let Teradata host the solution in a secure cloud environment. Teradata s dedicated professionals will keep Marketing Operations up and running and will automatically upgrade the product as updates are released. With disaster recovery, marketers never have to worry about losing their data. Scalable to Meet Your Needs Today and Tomorrow Teradata Marketing Operations is structured to grow easily and costeffectively as your business expands. Teradata has many clients with thousands of users executing hundreds of thousands of tasks per year. Teradata helps clients manage over $1 billion in marketing spend. Simply put, Marketing Operations can scale to meet any business need.. 3
Marketing Operations Developed by Marketers for Marketers With customers all over the world and in almost every industry, Teradata has supported diverse implementations. During this time, Teradata has listened to what customers say they need in a marketing operations solution. You ll benefit from these insights, ongoing innovations, and deployment options for rapid adoption to create a Marketing Operations solution that works for you. Making Marketing User Friendly Each marketer can access the information relevant to their responsibilities, with a customizable and intuitive user interface that can be simplified for those who only use the system occasionally. Alternately, power users have full access to all system functionality. Commonly used objects and views are shareable and reusable as well. Marketers who have adopted other Teradata Integrated Marketing Cloud products will find deep integrations that extend their current use of Campaign Management and Digital Messaging. Additionally, Marketing Operations supports the latest Web browser technology, including Windows Internet Explorer, Google Chrome, and Apple Safari. 4
Product Screenshot: Spend Central Spend Central provides marketers with a graphical interface providing realtime spend reporting, spending insights, spend alerts, and a forecasting tool. Flexible User Profiles and Solutions Teradata Marketing Operations offers three user classifications: Full, Review, and Access. This allows different types of users to access only what they need to get the job done. Full users have access to all functionality in the application. Review users have limited access to functionality to review and approve materials. Finally, Access users have rights to use the simplified portal interface and can make marketing requests or download assets. Pricing varies based on the number of users that customers envision accessing the system. Teradata Marketing Operations consists of the following three main solution areas. Planning and Spend Manager Track budget status tied directly to production. Compare total program spend to campaign results to prove ROI. Workflow and Collaboration Manager Automate the production process such as creative development and reviews to create structure while maintaining flexibility. Increase team productivity with timely electronic task assignment and reminders. Marketing Asset Manager Manage all marketing assets including documents, videos, and sound files, in one central location, providing access to everyone who needs it. Centralize Your Marketing Planning and Spending Planning and Spend Manager is a solution that fits marketers needs to centralize and align the marketing budget with business objectives and to automate their spend approval process. It provides a system of record for monitoring, managing, and reporting on every aspect of marketing spend from the details of a single initiative to an aggregate summary for the CFO. A global view of current marketing spend, upcoming financial commitments, and available dollars creates opportunities to reallocate, increase, or decrease funding across the organization when and where it s needed most. Key Components of Planning and Spending Manager Budgets and Forecast Manager Marketers can have unprecedented control over planned marketing investments in any currency. Easily configure budgets according to your needs by organization, product line, line of business, geography, or other factors, and link to other corporate budgeting and general ledger systems. Budget owners control and can assign or transfer their allocated dollars. 5
Product Screenshot: Video Annotations In an increasingly digital world, ensure all documents from print ads to video files go through a rigorous review and approval process with an audit trail. Expense and Commitment Manager Get up-to-the-minute financial visibility into your marketing investments. Track commitments and invoices with real-time, dynamic links to back-office purchase order and accounts payable systems. Connect financial commitments to individual marketing tactics and close the financial loop by aligning invoices with associated commitments, while simultaneously managing the invoice approval process. Marketing Planner Create, route, and approve creative briefs for marketing tactics and overarching programs. Simplify the process by embedding all elements of the creative brief into the system, aligned to your company s specific terminology and requirements. Increase Marketing Productivity and Efficiencies Whether you re creating a print or banner ad, developing an event plan, or executing a multi-channel campaign driven by consumer data, processes and people are involved. Workflow and Collaboration Manager centralizes all the tasks, dates, deliverables, resources, and individuals needed to successfully complete each marketing initiative. Workflow Manager Flawlessly execute activities with increased team collaboration and cooperation fueled by comprehensive workflows. These automated workflows document and assign tasks, dates, and deliverables to specific individuals. Print Annotations Users can perform electronic markup of material as part of a review process. Easily tag reference material so that HTML links can be placed on the marketing material for review to provide quick access for validating a claim made. Changes and comments can be tracked to each annotation within the application. Digital Annotations This Digital Annotations module extends the standard Print Annotations functionality to support video for electronic review. Using the video annotation capability, users can upload videos to Marketing Operations and reviewers can make comments with time stamps that take the creator right to the moment and place on screen. Manage Digital Marketing Assets With Marketing Asset Manager, you have the ability to store, share, and manage key digital assets and other marketing deliverables (such as collateral, presentations, advertising, and corporate branding elements) with support for all media types. Marketing production has never been easier. Asset Library Whether producing ads for traditional offline media distribution or creating personalized emails for 6
Product Screenshot: Workflow Manager Workflow Manager provides a simple drag and drop interface for creating best practice templates. a data-driven, multi-wave marketing campaign, marketers can centralize assets in an easily accessible, searchable library. As part of the integrated solution, the library also enables collaboration on the creation of any digital marketing asset by centralizing the reviews and approvals for marketing materials. Additionally, marketers looking to leverage rich media to create better customer experiences and collateral will benefit from the tight integration of Teradata Marketing Operations and ADAM Software s Digital Asset Management application. If licensed, these two solutions interact with each other allowing access to the ADAM Digital Asset Management solution directly from Marketing Operations during the activity workflow. ADAM Software works as an extension of Teradata Marketing Operations and, when deployed, will provide extended capabilities into creative production. Marketing Operations Core The following core modules are included with every Marketing Operations purchase. The Marketing Operations Core forms the backbone of the operations environment. Work Request Manager Marketers or salespersons around the office or globe can initiate marketing projects through a configurable and simple threestep process accessed through an intuitive web-based portal interface. Business Rules Manager Marketing departments each come with their own set of specific needs for access to marketing activities. Whether you manage accessibility and approval processes according to role or job function, you can configure the appropriate if-then rules to suit your needs. Single Sign-On Allows pre-authenticated users to launch Marketing Operations without having to go through an application login screen. Operations Calendar Keep everyone informed with a centralized, global calendar that displays all your marketing initiatives and the associated details. Calendars can be exported to icals for easy integration with standard email calendar tools or PDF providing visibility to non-users. Marketing Dashboard Personalized dashboards for users and executives provide single-click visibility into key operating metrics in real-time. This fully integrated and secure reporting tool includes a wizard-like report designer that lets users select which pieces of data they would like to see in the dashboard. Further, individual users are able to format the reports to their preferences. 7
Product Screenshot: Marketing Dashboard Marketing Dashboard provides personalized dashboards to users and executives with single-click visibility into the key operating metrics in real time. Reports with Crystal All Reports can be viewed within Marketing Operations via the main application and Portal or via an attachment in an email. The Reporting Portal also provides a searchable web-based repository of all native and integrated reports. Automatic email distributions can be set-up to send reports on a regular cadence. Additional Marketing Operations Features Additional product modules can be added to each Teradata Marketing Operations implementation based on your marketing teams unique needs. Each of the following modules can help any team streamline everyday activities. Reviews and Approvals Create automated voting for key steps in the review and approval process. Voting information and comments feed an audit trail that is always accessible. Vendors and Materials Manager Identify preferred suppliers and agencies, tracking the projects they deliver and seamlessly tallying the associated fees and expenses. Additionally, you can maintain and manage detailed vendor information, transaction histories, and preferred vendor designations. Data Mart Builder Gain assistance in gathering your data, building a data mart, and then deploying and scheduling it to a new data mart/warehouse or an existing data warehouse for business intelligence purposes. Offer Manager Quickly capture, compare, and counter offers for marketing materials and services from one central location, providing a powerful tool to ensure the greatest value from the marketing budget. Configuration Tools Developer Studio Customize the Marketing Operations interface quickly and easily to meet individual needs, leading to more productive and efficient marketing management. Integration Studio Connect Teradata Marketing Operations with other applications, allowing integration with existing customer systems regardless of the platform. Test and Development Environment Keep your production and test environments separate to ensure continuous quality control. These separately licensed environments will match the modules licensed for production and are for testing and development purposes only, necessary in organizations with strict Quality Assurance and testing requirements or within organizations that perform heavy integration work. 8
Making Marketing Agile A centralized view and insights you can act on present you with the opportunity to make your marketing agile. With a single solution to replace many point solutions, marketing can reallocate resources including dollars, personnel, and time to maximize efficiency. Or better yet, distribute high-performing marketing materials across the organization to improve results. More than any other marketing operations automation solution, Teradata Marketing Operations fully exhibits a single, detailed view of internal operations. Marketers take a significant step on their data-driven marketing journey by taking control of corporate alignment, spend, and resource usage. These marketers are developing stronger, more successful go-forward strategies. With Teradata, you have the data you need to know more about your marketing, your customers, and your business, and the flexibility to do more with that data. For more information on how Teradata Marketing Operations can be used as part of your data-driven marketing strategy, please visit please visit Marketing.Teradata.com. 9
10000 Innovation Drive, Dayton, OH 45342 Teradata.com Teradata helps companies get more value from data than any other company. Our big data analytic solutions, integrated marketing applications, and team of experts can help your company gain a sustainable competitive advantage with data. Teradata helps organizations leverage all of their data so they can know more about their customers and business and do more of what s really important. With more than 10,000 professionals in 43 countries, Teradata serves top companies across consumer goods, financial services, healthcare, automotive, communications, travel, hospitality, and more. A future-focused company, Teradata is recognized by media and industry analysts for technological excellence, sustainability, ethics, and business value. Visit. Copyright 2014 by Teradata Corporation All Rights Reserved. Produced in U.S.A. 10.14 EB-8543