Combining market leading expertise in Marketing Operations and Digital Asset Management will help data-driven marketers manage rich-media assets & campaigns in new, sophisticated ways

London and GHENT, Belgium – October 29, 2013 – Teradata Corporation, (NYSE: TDC), a global leader in analytic data platforms, marketing and analytic applications, and consulting services, today announced, through its Teradata eCircle division that it has entered into a strategic sales and technology partnership with Ghent, Belgium-based ADAM Software to extend its leadership in Integrated Marketing Management (IMM) for data-driven marketing, by delivering sophisticated rich-media management capabilities for the extended enterprise to benefit marketers and their customers throughout the world.

With the recent proliferation of digital touch points, a key challenge for today’s marketers is to strategically use engaging rich-media content like video, audio, augmented reality and dynamic web content in their brand and product campaigns. Creating meaningful and relevant customer experiences and preserving brand consistency through multiple channels is increasingly the key differentiating factor for leading companies; but operationally speaking, doing this exceptionally well is very complex. Helping today’s enterprises improve in marketing process efficiency, make it easier to manage rich media across today’s distributed, multi-lingual ecosystems, and to optimise the brand experience all along the customer journey (marketing, sales and services), is precisely what this partnership between Teradata and ADAM is all about.

ADAM Software is a leading Digital Asset Management (DAM) and Product Content Management (PCM) software provider whose enterprise platform helps marketers at Global 2000 companies more easily and effectively create, manage and deliver literally all types of rich-media assets, resulting in far more engaging customer experiences. ADAM’s unusually deep integrations with mainstream tools like Adobe InDesign and Microsoft Office make it an ideal choice for marketers managing any type of marketing initiatives, be they brand, product or other campaigns. Teradata eCircle, founded in 1998, has been the category leader in Marketing Resource Management (MRM), or Marketing Operations solutions, for more than a decade.

“ADAM Software’s solutions are a perfect fit with Teradata eCircle’s Marketing Operations solutions, and their current capabilities and roadmap align exceedingly well with our vision for what true Integrated Marketing Management (IMM) ought to become. ADAM’s out-of-the-box support of literally every rich-media file type used in marketing today, plus their application’s advanced search, configurable UI and expansive open architecture, ensure an extensible platform that Teradata and its clients can build upon and grow with now and well into the future,” said Bob Boehnlein, general manager, IMM/Marketing Operations with Teradata eCircle.

The exponential growth of marketing activity and screen-driven experiences means consumers now expect to find every product aspect they are interested in immediately presented to them. Marketers need solutions that enable them to respond quickly; and to ensure and maintain brand integrity they must work from a single, centralised master of approved content. CMOs must realise that customers, campaigns and content systems are no longer separate entities; these aspects of the marketing environment need to be tied together with enterprise data and synchronised through workflows and process management systems with reliable analytics providing intelligence on customers and the market. These integrated elements – data warehousing, analytics and applications – are what define data-driven marketing. And with the Teradata-ADAM Software partnership, even more of a company’s data-driven marketing needs can now be met.

“For its global reach, category-leading IMM solutions, and talented global sales team, Teradata eCircle is the data-driven marketing partner ADAM Software has been looking for to help get our solutions into the hands of yet more marketing operations professionals who need these capabilities. We see great benefit to our customers in partnering with Teradata and look forward to working together to achieve ever better ways to add value to our joint customers’ internal marketing processes,” said Pieter Casneuf, CEO, ADAM Software.

“We are pleased to hear about the partnership between Teradata and ADAM Software. AstraZeneca uses both companies’ solutions in combination across our Global business. The integration will greatly strengthen and streamline our marketing operations, from marketing asset creation and digital asset management to overall marketing resource management,” said James Wake, IS Architecture Director for AstraZeneca.

Industry Viewpoint
In a recent report, industry analyst firm Forrester Research, Inc., noted that, “Although a relatively smaller vendor in the space, ADAM Software is well positioned to support large-scale, multinational deployments within marketing departments and plans to move further into the marketing execution space with a solution to support basic product catalog management needs. ADAM Software’s strategy is a key area of strength; it has a comprehensive, forward-thinking vision to use DAM as a backbone as part of a CXM (Customer Experience Management) and marketing execution ecosystem. Stand-out functionality includes workflow support and globalisation and localisation support.” (Source: The Forrester Wave™: Digital Asset Management For Customer Experience, Q2 2012)

Relevant Resources

• Teradata News – Press Releases
• Teradata Applications – Marketing Operations Offerings
• Teradata Data-Driven Marketing Survey 2013, Global
• ADAM Corporate video
• ADAM 5 Product Video
• Adam Software White Papers Library