Forrester names Teradata a leader in customer journey analytics

Teradata LogoSydney, Australia – Teradata has been named a leader in customer journey analytics in two Forrester Wave reports, confirming and validating Teradata’s deep commitment to helping markets to act self-sufficiently on insights in real-time, without assistance from the IT department.

Alec Gardner, Director, Global Services and Strategy at Think Big Analytics, A Teradata Company, said, “Customer journey analytics isn’t a tool or a technology. It’s an approach to analytics that combines all available data to analyse customer behaviours across touchpoints and over time. The result is the ability to optimise customer interactions by understanding what triggers certain behaviours and therefore, predicting future behaviour.

“Teradata’s customers choose Teradata solutions for their significant strengths in data integration, advanced analytics, and multi-channel interaction management. Customer journey analytics is becoming crucial as consumers look for information and transact across channels. They expect a seamless experience with fast responses no matter what channel they’re using. Only by aggregating and analysing the right data, in the right ways, can companies meet these expectations.”

The two reports that recognise Teradata are: The Forrester Wave™: Customer Journey Analytics Visioning Platforms, Q3 2017; and The Forrester Wave™: Customer Journey Analytics Orchestration Platforms, Q3 2017. The visioning platforms evaluation rewards journey design and planning, such as sharing maps and insights, creating current- and future-state maps, co-creation, ideation, and discovery of segments and personas. The orchestration platforms evaluation looks for workflow automation, journey orchestration, and integration.

Not content to rest on past successes, Teradata has already introduced enhancements to its customer journey program, including:

Operationalising analytics: these give marketers quick access to analytic insight via dynamic visuals. This makes it easier to act on those insights in real-time without depending on data scientists or IT staff to interpret the results. It also lets marketers visualise the customer journey to better understand how to offer compelling interactions along the way.

Open analytics with ‘R’-based predictive models: this lets data scientists view the models used for real-time decision-making, which increases their confidence in the system’s ability to self-learn. Data scientists can then focus on other analytic challenges.

Centralised marketing command centre: further reducing the reliance of marketing on the IT team, this function gives marketers a single point of access to real-time insights. They can use this to manage performance consistently across customer acquisition, growth, retention, and customer experience. This can help standardise KPIs across business units and make it easier to pinpoint reasons for poor ROI so marketers can continue to improve.

General Data Protection Regulation (GDPR) compliance: by complying with the strict European privacy requirements, this function makes it simple for Australian users to similarly comply with Privacy Act legislation.

Customer journey ‘everywhere’: this gives organisations flexibility with system architecture, deployment options, and purchasing models. It offers unrestricted portability from on-premises to public and private cloud options, protecting investments from disaster.