Upgrades database systems, Aprimo Integrated Marketing Management application

LONDON, UK – Teradata (NYSE: TDC) announced today that Hallmark Cards, Inc., the world leader in personal consumer expression products, has expanded its data warehouse environment with new enterprise data warehouse platforms including new data warehouse appliances – as well as the latest Aprimo Relationship Manager (ARM) application from Aprimo, a Teradata company.

The upgraded platforms and software tools were implemented while realizing a 30 percent reduction in total cost of ownership. Hallmark also added utilities for backup and recovery as well as Teradata Viewpoint and Professional Services support.

“We in the marketing team were ready to start doing more automated multi-step campaigns and the new Teradata-Aprimo software now provides us with that valuable capability,” said DeAnna Blair, Marketing Project Leader, Hallmark Cards.   “We operate in a complex, consumer-centric business which requires a more agile data warehouse with excellent performance economics. Teradata has proven its worth in handling extreme analytic requirements in a mixed-query workload environment.”

Using Teradata, Hallmark gathers daily point-of-sale information, including purchases from millions of loyalty card holders. “Teradata and Aprimo software enable Hallmark business users and retailers to gain more value from our data, leading to better decisions, and ultimately, better marketing ROI,” said Blair.

Hallmark users say that the latest release of Aprimo Relationship Manager includes a new interface  that is more intuitive and processes jobs faster, plus the new simulation feature enables more scenario analysis. Looking ahead, the new enhancements to  ARM also position the retail marketer on a trajectory to multiple layers of optimization.

”Hallmark’s decision to continue to grow with Teradata underscores our solutions’ compelling business value – and the positive relationships we have with our customers,” said Tim Simmons, vice president, retail industry marketing, Teradata. “Hallmark chose Teradata because our solutions are able to meet  their business and technology requirements through our dual systems with backup and recovery utilities – and a competitive total cost of ownership where each database platform is well matched to the customer’s workloads.”