Big data analytics firm Teradata Marketing Applications has been recognised as a leader in Real-Time Interaction Management (RTIM) by industry research firm Forrester.
“RTIM is a key part of the Teradata Integrated Marketing Cloud, and is what allows marketers to deliver relevant, real-time offers and messages across digital or offline channels to best meet the most current needs of each individual customer.
Forrester defines Real-Time Interaction Management as, “Enterprise marketing technology that delivers contextually relevant experiences, value and utility at the appropriate moment in the customer life-cycle via preferred customer touchpoints.”
Teradata says marketers are continually seeking better ways to deliver more contextually relevant experiences for their customers. The company says analytics solutions have evolved significantly to where some RTIM solutions, such as Teradata Real-Time Interaction Manager, can leverage data across both digital and offline channels.
"Marketers want and need to deliver individualised messages in a meaningful context,” says Bob Fair, Teradata co-president and head of Teradata Marketing Applications. “And consumers expect informed, real-time dialogue with brands. Our real-time decisioning makes this possible.
“I believe that this new report recognises the contributions Teradata is making as a leader in this important category,” he says.
In its report, “The Forrester Wave™: Real-Time Interaction Management, Q3 2015,” Forrester evaluated eleven RTIM vendors against 35 specifically defined criteria. Teradata received the highest scores among all vendors in the “Capabilities” category, and tied for highest score in the “Solution Strategy” category.
The report says Teradata “builds on cross-channel campaign management strengths,” and that it “provides an enterprise-class decision engine for digital and offline execution.”
The report states Teradata “references praise customer profiles and segmentation, analytics, business rules, and recommendation capabilities,” and states that Teradata “made investments to address digital experience delivery across the retail, travel, hospitality, financial services, and telecommunications sectors.”