This post was written by guest blogger Michael Becker, Marketing Support Specialist at Teradata Marketing Applications. He is responsible for managing content development and promotion of Teradata's thought leadership platform, blog writing, and management of all content for the Teradata Omni-Channel Marketing solution.
Sirius XM, one of the largest radio broadcasting companies in the world, serves more than 25 million global subscribers. Therefore, it’s easy to see how a need for an integrated marketing management platform that could provide a 360 degree, single view of every customer was more than necessary for Sirius XM. The brand turned to Teradata for help, and the success it saw was the subject of John Carpenter’s (Director, Enterprise Marketing Technology Development, Sirius XM) and Larry Denning’s (Professional Services, Teradata) dual presentation at Teradata 2014 Partners Conference & Expo back in October.
Sirius XM provides content like sports, news, and talk shows, through a wide variety of digital channels including airlines, hotels, WiFi, automobiles, and traditional satellite. It didn’t take Carpenter long to realize that the old marketing management system was not at scale to offer the diversity that the brand was capable of providing to its 25 million customers.
“Previously outsourcing our marketing automation capabilities ultimately gave us limited flexibility and took a lot of time to implement new functionality,” Carpenter said. “We needed to be nimble. We had limited opportunities to innovate—until we met Teradata.”
Carpenter’s vision was simple: to bring marketing home—right on premise—as opposed to employing a cloud-based solution with limited hands-on management. He knew this was needed to meet and exceed consumer expectations for relevant experiences with Sirius XM.
“Previously, we were marketing to devices, not to customers,” Carpenter added. Now, Sirius XM communicates with individuals.
By employing Teradata’s Omni-Channel Marketing solution, Sirius XM allows business users to have direct access to data, enabling analytic driven strategies and actionable insights based on campaign performance. Due to integration with the database and data warehouse, campaigns now make use of all legacy data. Data within Teradata’s Enterprise Data Warehouse can seamlessly be used by Teradata’s Customer Interaction Manager (CIM).
Larry helped to lead the effort that allowed Sirius XM to customize Teradata’s malleable solution. CIM uses a hierarchy—allowing messaging to be tailored to a household, an individual, an account, and a device—to easily target at any level. Now, relevant messaging, like promotions and offers, can be personalized to create more effective marketing campaigns and drive value. All of the data is in one place, and it’s helped Sirius XM collect more useful data from previously disparate systems together in one, unified location right at home. That’s data-driven marketing in action.
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