Hallmark Cards expands data warehouse with Teradata

Issued by Predictive Communications for Bytes Systems Integration
Johannesburg, 18 Nov 2011

Hallmark Cards, the world leader in personal consumer expression products, has expanded its data warehouse environment with new enterprise data warehouse platforms, including new data warehouse appliance - as well as the latest Aprimo Relationship Manager (ARM) application from Aprimo, a Teradata company.

Teradata is represented exclusively in South Africa by Bytes Systems Integration, a company in the Bytes Technology Group, wholly owned by JSE-listed Altron.

The upgraded platforms and software tools were implemented while realising a 30% reduction in total cost of ownership. Hallmark also added utilities for backup and recovery, as well as Teradata Viewpoint and Professional Services support.

“We in the marketing team were ready to start doing more automated multi-step campaigns, and the new Teradata-Aprimo software now provides us with that valuable capability,” said DeAnna Blair, Marketing Project Leader, Hallmark Cards.

“We operate in a complex, consumer-centric business, which requires a more agile data warehouse with excellent performance economics. Teradata has proven its worth in handling extreme analytic requirements in a mixed-query workload environment.”

Using Teradata, Hallmark gathers daily point-of-sale information, including purchases from millions of loyalty cardholders. “Teradata and Aprimo software enable Hallmark business users and retailers to gain more value from our data, leading to better decisions, and ultimately, better marketing ROI,” said Blair.

Hallmark users say the latest release of ARM includes a new interface that is more intuitive and processes jobs faster, plus the new simulation feature enables more scenario analysis. Looking ahead, the new enhancements to ARM also position the retail marketer on a trajectory to multiple layers of optimisation.

“Hallmark's decision to continue to grow with Teradata underscores our solutions' compelling business value - and the positive relationships we have with our customers,” said Tim Simmons, vice-president, retail industry marketing, Teradata.

“Hallmark chose Teradata because our solutions are able to meet its business and technology requirements through our dual systems with backup and recovery utilities - and a competitive total cost of ownership, where each database platform is well matched to the customer's workloads.”

Bytes Systems Integration

Bytes Systems Integration is part of Bytes Technology Group, which is wholly owned by JSE-listed Altron. The company designs, implements and manages customised IT solutions through the integration of hardware and software systems from global technology leaders. It has five distinct business units, all providing clients with world-class solutions and services based on platforms, processes and methodologies from acknowledged industry leaders. They include SAP Business Objects, Kronos, Oracle, IBM, ICCM, Microsoft, MTN, Motorola, Cisco, Enterasys, Honeywell, Symantec, Wonderware, Juniper, HP, as well as the sole distributor for Teradata in South Africa. www.bytessi.co.za

Hallmark Cards

Hallmark makes the world a more caring place by helping people express what's in their hearts, and spend time together - a privilege few other companies in the world enjoy. Hallmark greeting cards and other products are found in more than 40 000 retail outlets in the US, including the network of flagship Hallmark Gold Crown stores. The brand also reaches people online at Hallmark.com and on television through Hallmark Hall of Fame original movies and cable's top-rated Hallmark Channel. Worldwide, Hallmark offers products in more than 30 languages available in 100 countries. This privately held company is based in Kansas City, Missouri, and is led by the third generation of the founding Hall family. Visit http://corporate.hallmark.com for more details.

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