Teradata Corp. (NYSE: TDC), the analytic data platforms, marketing applications, and services company, and Westpac Banking Corporation (Westpac) announced today that Westpac is continuing to develop the industry leading Marketing CRM program with big data and advanced analytic techniques from Teradata.
Westpac’s customer engagement strategy analyses data to continue to improve customer experience through personalised offers and services. Westpac have engaged Teradata to partner with them to source new data to further enhance this process. As part of the engagement, Westpac is also developing new insight to reduce instances of loss and fraud.
The key has been the ability to engage different parts of the organisation to discuss how the business will benefit from new analytic technology and new data sources. The teams have utilised Teradata Aster nPath™ and graph analyses to uncover patterns in very large datasets which was previously not possible.
Utilitising the Teradata® Unified Data Architecture™ and the Teradata® Aster® Discovery Platform, Westpac business users, supported by Teradata’s industry and data science consulting team, are rapidly producing new and powerful customer insights. “We realised early that this should focus on business outcomes, not solely on technology,” said Rachel Rohrlach, Executive Manager, CRM Capability, CRM&D, AFS Strategic Marketing, Westpac. “Working alongside the Teradata team, we created a vision of the outcomes, quickly proved them and by engaging IT, defined the processes and architecture to ensure the technology swiftly delivered on the business promise. We’ve been able to combine these new data sources with our existing ones and test new technology such as Hadoop”
In her keynote presentation at Teradata Universe in Prague this April, Karen Ganschow, general manager, Customer Relationship Marketing and Digital at Westpac, , said, “After only three weeks, the customer insight we are getting from Teradata Aster is amazing.”
“One of the key success factors of this project has been enabling Westpac business analysts to use their existing analytic skills and knowledge to work with large volumes of structured and unstructured data,” said Alec Gardner, general manager, Advanced Analytics, Teradata Australia and New Zealand. “The Teradata Aster Discovery Platform enables customers to rapidly take advantage of all types of data and advanced analytic methods. It enables the Business Analyst community to focus on business outcomes and as part of the Teradata Unified Data Architecture, enables IT to more rapidly test, then process and provision these new, large and disparate data sources for the business to access.”
About Westpac Banking Corporation
Westpac Banking Corporation (Westpac) was founded in 1817 and was the first bank established in Australia. Today, the Westpac Group has branches and controlled entities throughout Australia, New Zealand and the near Pacific region and maintains offices in key financial centres around the world including London, New York, Hong Kong, mainland China, Singapore and India. Westpac Group employs approximately 37,000 people and has three key customer facing divisions through which they serve around 12 million customers.
Teradata (NYSE: TDC), a global leader in analytic data platforms, marketing and analytic applications, and consulting services, helps organizations become more competitive by increasing the value of their data and customer relationships. Visit teradata.com for details.