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Teradata Is The First To Deliver Big Analytics Innovation For Communications Service Providers

SAN DIEGO, Jan. 29, 2013 /PRNewswire/ -- What's the next analytic innovation for Communications Service Providers (CSPs) ready to grow competitive advantage with deeper insight gleaned from detailed, granular customer data?   Teradata (NYSE: TDC), the analytic data solutions company, announced today the availability of the first integrated CSP framework to provide a 360-degree view of customers – leveraging both conventional transaction data and granular, detailed interaction data.

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The Teradata CSP Next Generation Analytics Framework enables Communications Service Providers to gain useful new big data analytic insights into customer behavior and product preferences through visibility to ALL data interaction. This includes granular information from a CSP's services, network, devices, location, social networks and a CSP's digital marketing and ecommerce interactions with a subscriber. With this deep data visibility into customer behavior, CSPs can better create new services and monetize existing infrastructure, processes and data for more personalized, compelling customer experiences. The result is unique, one-of-a-kind market advantages, while improving OPEX (operating expense) and CAPEX (capital expense) performance.

Teradata's CSP Next Generation Analytics Framework takes advantage of partner capabilities such as Guavus' SevenFlow, its marketing decisioning application, which provides deep insight into subscriber behavior and data usage. Together with accelerated deployment of the Teradata® Unified Data Architecture™ - which captures and analyzes both structured and multi-structured data – the Next Generation Analytics Framework can drive unprecedented business and market insight that competitors cannot replicate. Teradata's UDA architecture embraces Hadoop and Aster's SQLMapReduce platforms for quick analysis of multi-structured data.

In addition, CSPs can leverage new capabilities from Teradata's Communications Logical Data Model (cLDM), which is a key to providing optimally integrated data. The cLDM serves as a map to a CSP organization's information. It represents enterprise data, data relationships, topic areas and business rules and helps CSPs define how different types of data relate to each other. The cLDM map would organize data pertaining to social media/networks, multi-structured data, set top box analytics (where relevant), multimedia, geospatial, advertisement, ecommerce and web intelligence.

Also available with Teradata CSP Next Generation Analytics Framework is a full range of Integrated Marketing Management software from Aprimo, which gives CSPs the power of rapid marketing deployment, so analytic insights can be executed upon in near real-time. For example, if a CSP notices that subscribers are having network issues, CSP analysts can use Aprimo marketing tools to trigger a campaign to quickly contact customers with appropriate messaging.

As a result of leveraging the capabilities contained in the Teradata framework, service providers have documented valuable economic benefits. Notably, a leading service provider has already started delivering true, next-generation customer experiences, and the results have been exciting.  The CSP experienced a half percent reduction in churn, by improving its visibility into network performance.  Another CSP is realizing a ten percent retention uplift in marketing campaigns and $13M in annual win back revenue by leveraging Teradata's social network analytics capability.

In another instance, a well-known CSP was able to monetize its data and infrastructure, resulting in a 30 percent increase in store traffic. They used geo-spatial tools to identify subscribers' proximity to stores, then merging these insights combined with eligibility for new offers – for engagement, when store employees have free time to greet customers.

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