2nd Annual 2011 Socialization of Data Experience Showcases the Power of the New Teradata

INDIANAPOLIS, Sept. 28, 2011 /PRNewswire/ — Aprimo®, a global leader in
cloud-based integrated marketing software, today announced an innovative Social
Experience for attendees at PARTNERS 2011, the Teradata User Group Conference &
Expo, Oct. 2-6, San Diego. The project is part of Teradata’s ongoing
Socialization of Data, an initiative announced last year that showcases a new
era of insight, where data from traditional and non-traditional sources are
combined to radically change how businesses communicate with their customers and
prospects.

(Logo: http://photos.prnewswire.com/prnh/20110711/CL32782LOGO )

“The Socialization of Data means mastering data. Taming data so that we can
extract the insights and truths that propel companies and transform
institutions,” said Darryl McDonald, Teradata Executive Vice President,
Applications, Business Development and CMO. “It enables us to measure how far
we’ve come in socializing what is considered by analysts and consultants to be
your most valuable resource – your data. The Socialization of Data experience is
meant to showcase how technology from Teradata, Aster Data and Aprimo can power
marketing with data to dramatically enhance its effectiveness.”

This year, Teradata is working alongside Aprimo and Aster Data to expand the
initiative, combining big data analytics, new social media technologies and
integrated marketing management (IMM) software to actively apply socialization
of data to the attendee experience. Combining profile data gathered in advance,
including attendees’ preferences, with real-time social media data, the
experiment will aggregate insights about PARTNERS attendees and use that
information to present 100 highly relevant offers – in real-time – from more
than 65 San Diego businesses and event sponsors. Aster Data will be showcasing
its advanced analytics on multi-structured data to perform influencer, trends,
text and virality analysis. All data will be housed by Teradata. Aprimo and
Teradata will then present attendees with the offers during the event using
Aprimo Marketing Studio (AMS) and Aprimo Relationship Manager (ARM), with data
insights powered by Teradata.

“Amidst a flood of irrelevant offers arriving via email, social networks, mobile
devices and even traditional channels, consumers are tuning marketers out, and
that’s bad news,” said Lisa Arthur, Aprimo CMO. “By putting the customer in
charge, we enable a better overall experience, and attendees will see that
firsthand during the 2011 Teradata PARTNERS User Group & Expo. Real-time offers,
informed by insightful data that shows the power of IMM – that’s the
Socialization of Data.”

Socialization of Data Initiative Showcases the Power of Teradata

Aprimo, Aster Data and Teradata are combining technologies to demonstrate the
power of an Integrated Marketing solution. The IMM market, which is $5 billion
and growing, has emerged as a critical focus for businesses because marketing
represents one of the largest areas of investment for most companies. Aprimo,
already considered the IMM leader, helps marketers drive business growth
strategies, simplify complex processes and optimize marketing performance with
an integrated suite of technology that includes Marketing Operations,
Multi-Channel Campaign Management, Analytics and Data Management. Aprimo’s IMM
solutions can be leveraged together or in modules as best fits a company’s
growth plans.

Attendees will experience firsthand how they can accelerate time-to-market for
revenue generating campaigns, product launches and strategic brand initiatives
by capitalizing on rapidly expanding digital channels. The experience begins
with an email campaign to attendees directing them to a microsite that connects
them to content on social media channels including Facebook, Twitter and
LinkedIn.

Once attendees select and customize offer and delivery preferences, Aprimo
software will integrate real-time social engagement data with previously
collected user data to deliver relevant offers to attendees that they can access
via smartphone, laptop, tablet or any mobile device that is SMS-capable. Offers
include discount coupons at restaurants such as McCormick and Schmick’s,
specials at local spas, and special offers from companies participating in the
2011 Teradata PARTNERS Expo.

“Unlike standard daily deal sites that offer the same discount or coupon to
everyone, our experiment will tailor each offer to the user, based on their
preferences or recent likes, tweets or posts,” added Arthur. “In this way, we’ll
be showing attendees how it feels to be ‘in charge’ of their experiences so
they’re better able to design and deliver IMM strategies and campaigns that
capitalize on the vast potential of socialization of data. The social experience
will truly show the power of the new Teradata.”

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 1.317.814.6465 or visit www.aprimo.com.

Teradata Corporation (NYSE: TDC), Aprimo’s parent company, is the world’s
largest company focused on raising intelligence through big data analytics, data
warehousing and integrated marketing management. Our customers trust Teradata’s
innovative products and services expertise to deliver measurable business value.
Teradata acquired Aprimo in January 2011. For more information, visit
www.Teradata.com.

SOURCE Aprimo