Teradata Offers Integrated Web Intelligence

Most organizations have mechanisms in place to track their customers’ online and offline behaviors. But, historically, integrating Web data and traditional business data has been difficult, so many companies are not currently set up to track and analyze customer behaviors between channels. Accordingly, these organizations have enormous blind spots when they try to determine the efficacy of marketing campaigns in either channel or hone their communication plans and strategies.

To help remove these blind spots, Teradata has formed partnerships with Webtrends, a top Web analytics consulting firm, and Speed-Trap, a specialty Web data extract, transform and load (ETL) solution provider, to offer an easy, effective way to integrate Web data in the warehouse.

These partnerships enable integrated data that companies can use to analyze trends and customer behaviors across online and offline channels:

Webtrends, a global leader in Web analytics, provides a broad suite of reporting and analytics tools to capture and analyze Web data. With the purpose-built adapter offered by Teradata, data is transferred from the Webtrends server to the data warehouse. Technical support and expertise is jointly provided by Teradata and Webtrends to ensure the adapter’s successful implementation and ongoing optimization.

Speed-Trap is a unique software provider that offers a product that uses Web 2.0 technology to capture traditional and non-traditional Web data. These include HTML, flash, and data from a variety of interfaces, such as mobile phones, personal digital assistants and gaming consoles. With Speed-Trap, companies can track all the interactions of a Website visitor from the individual’s own browser and transfer the data, in near real time, to the data warehouse for detailed analytics.

Working with Teradata, these partners and others are part of an expanding, Web-focused ecosystem of solutions. Together, the various components enable customers to quickly and easily access information that was previously unavailable or extremely difficult and time-consuming to access.

In addition to Webtrends, Teradata has also developed adapters for other Web analytics vendors such as Omniture, Coremetrics and Google Analytics, as well as for search engines like Google, MSN and Yahoo, to bring valuable Web behavior data into the warehouse. In addition, Teradata is reaching out to other innovative software companies to offer new ways to capture data from the ever-growing number of online sources, including social networking and advertising sites.