Aprimo, recently acquired by Teradata, has targeted the marketing analytics sector with the upgrade of its integrated marketing management applications, and will introduce, by year-end, an Aprimo Real-Time Interaction Manager application designed to deliver consistent offers across inbound customer interactions.
For years, marketers have been seeking a way to deliver smart, analytically driven campaigns across the Web, call centres, point-of-sale systems, and other customer touch-points. And the fewer tools and systems needed to do that, the better.
Responding to the demand for cross-channel campaign management, Aprimo, a unit of Teradata, has upgraded its Aprimo Relationship Manager (ARM).
Teradata is represented in South Africa by Bytes Systems Integration, wholly owned by JSE-listed Altron.
Teradata acquired Aprimo late last year to bolster its marketing technology portfolio, but it retained the Aprimo brand and management team as its face to the marketing community.
With this week's release, ARM has been integrated with the marketing operations and marketing resource management capabilities that are at the heart of the Aprimo Marketing Studio application.
Where Teradata had the campaign measurement piece - the functionality focused on analysis of marketing results - the ARM upgrade adds the tools marketers need to create, manage and deliver outbound marketing offers across Web sites, e-mail, mobile devices and call centre interactions. Aprimo says it has also streamlined user interface navigation and access to reports and dashboards, giving marketers faster access to insight, and more time for strategising and campaign execution.
While ARM is geared to companies already running, or that plan to optimise Teradata, Aprimo Marketing Studio (AMS) remains a database- and data-warehouse-agnostic choice for customers using third-party products or a mix of data warehousing platforms. With this release, AMS has gained mobile access functions that enable marketers to conduct reviews, approve purchase orders, and view campaigns from mobile devices and tablets.
To address inbound customer interactions, the Real-Time Interaction Manager app will instantly present the most appropriate cross-sell, up-sell, retention, loyalty, or service-related offer to each customer.
The application will include a content repository that centrally manages all offers. Self-learning analytics will continuously monitor the effectiveness of various offers to help marketers adjust targeting accordingly. A strategy management component will enable marketers to define the business goals and priorities behind the various offers.
Aprimo Real-Time Interaction Manager will scale to support hundreds of thousands of interactions per hour: an essential requirement for high-traffic Web marketers and retailers with hundreds of store locations.
“This new application will only be released by year-end, but we fully expect it to have a major impact on the customer relationship and retail markets,” says Hendrik Blignaut, Teradata executive at Bytes Systems Integration. “It is a classic example of how business intelligence is gaining in currency and value, and we look forward to taking this to market locally.”
Share
Bytes Systems Integration
Bytes Systems Integration is part of Bytes Technology Group, which is wholly owned by JSE-listed Altron. The company designs, implements and manages customised IT solutions through the integration of hardware and software systems from global technology leaders. It has five distinct business units, all providing clients with world-class solutions and services based on platforms, processes and methodologies from acknowledged industry leaders. They include SAP Business Objects, Kronos, Oracle, IBM, ICCM, Microsoft, MTN, Motorola, Cisco, Enterasys, Honeywell, Symantec, Wonderware, Juniper, HP, as well as the sole distributor for Teradata in South Africa. http://www.bytessi.co.za
Editorial contacts