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Teradata and Retail Customers Win Gold NCDM Awards for Excellence in Database Marketing


Companies recognized for innovation and value in the use of data warehouse analytics

LAS VEGAS — Teradata Corporation (NYSE: TDC), the world’s largest company solely focused on data warehousing and enterprise analytics, announced today that Teradata and two of its retail customers, Hallmark Cards and Cabela’s, were named winners of Gold NCDM awards for excellence in Database Marketing in the annual ceremony this week in Las Vegas. Hallmark won the Gold in the category of Business to Business Marketing. Cabela’s won its Gold in the category of Technological Applications – used for analytical insight into customer behavior.

Hallmark won for its Retailer Customized Marketing (RCM) website, a local-store marketing tool for storeowners that helps increase revenue while limiting costs. Through the company’s RCM website, thousands of retail storeowners can directly leverage relevant customer information in Hallmark’s Teradata data warehouse to support their local marketing programs. Using the Teradata database with Teradata’s Customer Relationship Manager and print-on-demand technology, Hallmark retailers can complement their knowledge pertaining to individual stores, locations, customers and business trends to personalize and accelerate customer contact via mail and other channels to better serve their local shoppers.

Innovative analytics at Cabela’s running on the Teradata database continue to improve the effectiveness of the leading outdoor outfitter’s advertising efforts, inventory position, and margin strategies. With Teradata, Cabela’s has built an integrated, multichannel information framework which helps its business analysts understand the detailed behavior of customers shopping across channels – such as catalog shoppers who shop in the store, or store shoppers who start buying online. This knowledge enables more effective business management and marketing.

Cabela’s integrated model provides a service for the marketing department by giving detailed visibility to customer relationships between all the different channels. With that knowledge, marketing can boost sales and improve the customer experience wherever the customer shops. Cabela’s utilized a Teradata data warehouse platform and SAS tools to analyze the data in the data warehouse. The system also instilled appropriate data audits for a high level of data hygiene and re-aligned resources to take advantage of staff skill sets.

Both Hallmark and Cabela’s continue to expand their Teradata environments and capabilities, said Miles Stephenson, vice president of Teradata Solutions and Alliances.

“We congratulate the thought leaders at Hallmark and Cabela’s for earning these prestigious NCDM Gold awards. The power of our software and database technology continues to attract the most innovative organizations to the Teradata community, and we are especially pleased when they are openly recognized,” said Stephenson. “Over the years we have seen Hallmark and Cabela’s grow the size and capabilities of their Teradata environments. These awards further validate that they are world-class power players in the enterprise analytics arena.”

The NCDM awards recognize organizations that have demonstrated ingenuity and creativity in leveraging their marketing databases and are honored for excellence in key categories each year by the Direct Marketing Association (DMA).

About NCDM

Co-sponsored by DIRECT magazine and the Direct Marketing Association (DMA), the National Center for Database Marketing (NCDM) Conference is dedicated exclusively to the database marketing industry. NCDM is held once a year and brings marketing and technology decision-makers together to find practical approaches to today’s database marketing challenges using customer data and technology.
About Teradata

Teradata Corporation (NYSE: TDC) is the world’s largest company solely focused on raising intelligence through data warehousing, data warehouse appliances, consulting services and enterprise analytics. Teradata is in more than 60 countries and on the Web at


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