Teradata: The Fiddly Bits (& Bytes)

NASHVILLE: Big Data analytics and marketing applications specialist Teradata appears to be on a mission to single-handedly — with partners — make data-driven decision-making popular, as opposed to the very limited acceptance that now exists. In the last few weeks, and at this week’s Partner conference, it has been rolling out products, services and partnerships because today’s competitive battle field can be won or lost by analytics.

This week the company made a number of announcements, including:

-a data fabric (to be available late fourth quarter of 2014), enabled by , which turns multiple best-of-breed solutions   — i.e. Teradata-Database-to-Teradata-Database, Teradata Database-to-Teradata Database —  into an orchestrated analytical ecosystem, weaving together multiple analytics, diverse data repositories, and disparate systems to provide business users a cohesive and uninterrupted analytic ecosystem;

Teradata Database advancements that deliver analytic performance and system efficiency through new memory and CPU optimizations, including query pipelining and new in-memory table structures;

Connections Analytics offers a new class of data-driven analytics for discovering relationships and influences between people, products, and processes.

Teradata made a number of Hadoop-related announcements less than two weeks ago, including a substantial expansion to its Cloudera partnership. It covers ‘broad technology integration and development road map alignment, and a unified go-to-market, sales and support offering,’ and will see them optimize the integration between Teradata’s integrated and ’s enterprise data hub offering to facilitate access to multiple data sources through the Teradata .

Other announcements included:

-QueryGrid now orchestrates analytic processing of data between Teradata and Oracle databases, enabling Teradata data warehouse users to leverage data sitting in Oracle databases to enhance their analytics;

Teradata Cloud for Hadoop, an integrated cloud offering that will make it easier for companies to explore the uses and business value of Hadoop; and,

Teradata Loom 2.3, a data management solution with a browser-based interface for working with data and metadata in Hadoop, is available in two versions: Teradata is free, downloadable, and compatible with the major Hadoop distributions: and Cloudera Distribution for Hadoop (a non-production version of is available as a separate software solution or pre-packaged with Hortonworks Sandbox and Cloudera QuickStart VM;  a free, production version, with selected features, will be available for download in November 2014).

Given that Cloudera likes to take shots at Teradata, this may seem like an unlikely relationship, noted Nick Heudecker, Research Director, Gartner, but it highlights an important reality in the information management market. ‘Despite the hype, Hadoop isn’t replacing data warehouses. This hype has only confused the market and resulted in delayed adoption for both technologies. Hadoop remains largely application-centric, with very few enterprise-wide deployments.’

Instead, the strengths of Hadoop and the data warehouse are complementary. ‘Your information management infrastructure discussion won’t be about if you should use Hadoop or the EDW, but how you should use both. This expanded partnership helps to tell that story.’

“There are still a lot of customers that don’t want the headaches of Hadoop but do want the benefits of Hadoop,” said Chris Twogood, VP of Product and Services Marketing, Teradata. It basically comes down to one size — or solution — does not fit all applications. The market will no longer accept that a single system will do everything, he said.

Recent expansions to Teradata Integrated Marketing Cloud’s services and partnerships brings marketers new capabilities in such areas as digital advertising, digital asset management, mobile marketing, and real-time site personalization. The new partnerships and capabilities include:

-integration with ADAM Software supports marketers throughout the full asset lifecycle, from the creative steps of developing assets into collaborative review and approval, through to fulfillment and usage tracking;

-partnership with helps marketers understand a customer’s multichannel path, from initial interest and research all the way to purchase;

-integration between Teradata Customer Interaction Manager and activates segments in more than 100 supported marketing applications including measurement, media, and data management platforms; and,

-alliance with Urban Airship allows digital marketers to deliver more real-time, relevant and responsive mobile experiences.

In addition to new services and partners, the company announced new marketing cloud offerings intended to help businesses improve the overall brand experience for their customers through both digital and traditional marketing methods. These included:

-Campaign Management now blends historical data, i.e., customer preference and response information, with real-time insights about live interactions on mobile and web channels, marketers can instantly generate relevant, personalized content and messaging, and make it immediately available to the customer — from lead acquisition through the full customer life cycle; and,

-the newest version of Teradata’s digital marketing platform provides content management integration with Campaign Management, enabling marketers to make use of pre-defined templates to ensure message consistency and brand impact while continually refreshing the content for each message.

DISCLAIMER: Teradata looked after airfare and accommodations.

Author: Steve Wexler

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