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Teradata Review

Teradata is a data analytics specialist that branched off from NCR Corporation in 2007. In 2010, Teradata acquired Aprimo, a company that specializes in B2B software, including customer relationship management (CRM).

Teradata's vast expertise in data science gives its customers the benefit of best-in-class insight into how customers are interacting with their products and services.

With its CRM, Teradata offers businesses the ability to manage marketing and sales campaigns, offers, and marketing resources. The solution helps a business better communicate with its customers by collecting information on them in a scalable database. Solutions can be tailored to specific industries to make an out-of-the-box solution that works as though it were custom designed.

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Product, Service, and Solutions

Having been recognized in Gartner's Magic Quadrant as a leader for integrated marketing management, Teradata is a popular choice for many businesses.

However, the company doesn't provide pricing information on its website, instead preferring to craft a solution tailored to each customer. This means that a price will be provided after a company speaks with a sales representative about its individual needs.

Because of its pricing and complexity, Teradata may be a more suitable solution for a larger corporation. The interface isn't as intuitive as some of its competitors, which also makes it better for a larger business that can spend time training employees on its use. The ability to customize different elements is also a plus for large businesses, who often want to use software unique to their needs.

Benefits and Drawbacks

Teradata has a wide range of features that can benefit businesses in all industries, including:

  • Access to innovative analytics technology that helps businesses learn more about customer behaviors to better personalize future interactions.
  • The ability to create a solution customized to your industry and business type.
  • Extremely scalable, with the ability to add modules and features as your business' needs change.

There are a couple of drawbacks to Teradata, especially when compared to some competitors. These include:

  • Transparent pricing is not available, requiring an interaction with a sales representative to compare prices to competitors.
  • The interface has a substantial learning curve.
  • The implementation process takes a while, with businesses reporting difficulty tweaking the software to make it work within an existing infrastructure.

Case Studies

When Travelocity's Michael Hawkins joined Sabre Holdings, his goal was to develop an enterprise data warehouse (EDW) solution for the company. Using Teradata, Hawkins is able to capture historical data about customers and use that data to make their future interactions more effective.

Media empire Meredith Corporation began working with Teradata in 2001, using its EDW services to collect data on customers.

As publishing changes, Meredith Corporation is relying on the information Teradata provides to evolve into new channels, such as online streaming and podcasts. As Meredith reaches out to a new customer base, the insight Teradata provides is essential in helping it better interact with new consumers.


For large organizations interested in learning more about their customers, Teradata is a great choice. The company specializes in data analytics, which has become extremely important to businesses of all sizes.

Having this technology built into a CRM can give a business the edge it needs to stay ahead of the competition. As data analytics becomes more popular, an increasing number of businesses will implement data science into their CRM solutions.

However, for smaller businesses, this solution may simply be far too expansive. With so many features and so much customization available, it can take time to set the solution up, at which point employees have to take time to test and earn it.

With such an extensive learning curve, smaller businesses may prefer a smaller solution with transparent monthly pricing and a less complicated setup process.

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