PRESS RELEASE: Urban Airship, the leading mobile engagement platform, and Teradata Marketing Applications, a division of Teradata Corp., announced a joint solution as part of the firms’ strategic partnership announced last year. Digital marketers can now include highly individualized mobile messaging in their cross-channel digital campaigns. The creation, development and scheduling of mobile campaigns are performed in Teradata’s Customer Interaction Manager and delivered through Urban Airship’s scalable mobile engagement platform.
The Teradata-Urban Airship integration enables digital marketers to orchestrate mobile engagement campaigns together with other customer communications efforts for centralized and coordinated omni-channel messaging. Contextual messages can be carefully crafted and automated to precisely communicate highly relevant content to customers throughout multiple stages of their journey with a business. For example, marketers might notify users of a new capability through push notifications or email as a first-touch, and then send a similar message through an alternate channel five days later if there wasn’t a response.
From within Teradata’s Customer Interaction Manager, mobile push notifications and in-app messaging can be targeted to customers based on all types of data – e.g., behavioral, transactional, demographic, psychographic, geographic and other customer-identification factors — which are then delivered through Urban Airship. Response information from notification interactions is pulled back into Customer Interaction Manager and added to historical customer data to provide a holistic view of customer behavior across channels. This gives marketers the ability to continue the dialogue with the customer, and to quickly take informed action through email, call center or other channels, based on that customer’s engagement with notifications and in-app messages.
Last year, according to comScore, mobile apps alone rose to account for more time spent with media than desktop and mobile web combined. Progressive marketers are adopting mobile apps as the new battleground for customer engagement, brand perception and business growth.
“As a joint customer of Urban Airship and Teradata, we can get the best of both worlds: support for the latest mobile innovations from the mobile-born Urban Airship, and the insight and control from Teradata to understand and execute our mobile engagement initiatives within the context of our broader omni-channel customer engagement efforts,” said Jagdish Puvvadi, Senior Director, Enterprise Data Warehouse & Business Intelligence, Rhapsody International, the original on-demand music service. “We’re thrilled to see the two companies get even closer to optimize the value we can achieve.”
“Consumers are using mobile apps to control their own brand experience, and it is very important to have insight into all customer interactions across various touch points to ensure individualized customer experiences, as well as marketing performance,” said Jeff Jones, Vice President, Business Development, Teradata Marketing Applications. “By teaming with Urban Airship, Teradata is able to offer market-leading mobile capabilities within our already powerful digital customer engagement capabilities.”
“Mobile has become the preferred channel because it’s personal and always-on,”said Mike Musson, Senior Vice President, Strategy & Business Development, Urban Airship. “We’re excited to partner closely with Teradata, allowing customers to adopt an omni-channel approach that both activates and capitalizes on consumers’ mobile moments to improve their experiences and the business’ results.”