Hallmark Cards Expands Data Warehouse with Teradata

Published on October 4, 2011 in Computer & Electronics, Computer Software, Networks, Technology


Upgrades database systems, Aprimo Integrated Marketing Management application

SAN DIEGO (October 04, 2011) –  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.  

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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.”

About Hallmark Cards, Inc.

Hallmark makes the world a more caring place by helping people express what’s in their hearts and spend time together — a privilege few other companies in the world enjoy. Hallmark greeting cards and other products are found in more than 40,000 retail outlets in the U.S., including the network of flagship Hallmark Gold Crown® stores. The brand also reaches people online at Hallmark.com and on television through Hallmark Hall of Fame original movies and cable’s top-rated Hallmark Channel. Worldwide, Hallmark offers products in more than 30 languages available in 100 countries. This privately held company is based in Kansas City, Mo., and is led by the third generation of the founding Hall family. Visit http://corporate.hallmark.com for more details.

About Aprimo

Aprimo, a Teradata company, is a leading global provider of marketing software and services that enhance the productivity and performance of marketing organizations. Through the use of Aprimo’s integrated marketing software, Aprimo Marketing Studio® for B2C, Aprimo Marketing Studio® for B2B, and Aprimo® Relationship Manager, marketers can integrate their organizations, get control of budget and spend, eliminate internal silos with streamlined workflows, and execute innovative multi-channel campaigns to drive measurable return on investment. Hundreds of thousands of marketers trust Aprimo to revolutionize their marketing. Aprimo customers include over one third of Fortune 100 companies, and nearly one quarter of Global 100 companies. Founded in 1998, Aprimo is headquartered in Indianapolis with offices worldwide. For more information call +44 (0)121 380 1670 or visit www.aprimo.com.

About Teradata

Teradata  (NYSE: TDC) is the world’s leading analytic data solutions company focused on integrated data warehousing, big data analytics, and business applications. Teradata’s innovative products and services deliver integration and insight to empower organizations to achieve competitive advantage.  Visit teradata.com for details.

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

Source: Teradata

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