Teradata Corp. (NYSE: TDC) division Teradata Marketing Applications said that 4C, a Chicago-based data science and media technology company, is utilizing Teradata´s Data Management Platform (DMP) to help digital marketers improve how they collect data and report results about synchronized cross-channel advertising campaigns.
4C is leveraging Teradata´s DMP for its TV Synced Ads product that pairs television ads with digital campaigns, enabling marketers to serve complementary digital advertising at the same time a TV ad or specific program is running. This advanced approach will help 4C clients capture real-time campaign performance data, make consumer behavioral data more actionable, and provide more customizable reporting functionality.
Teradata´s DMP permits marketers to collect online and offline data across all channels — paid, earned and owned — into a single solution that tracks the entire customer journey. With these integrated insights, marketers and their agencies can now merge the worlds of known and anonymous customers and prospects, and drive both advertising and customer marketing using a single cloud-based SaaS solution.
4C provides data science and media technology with solutions for cross-screen convergence. Advertisers, agencies, media companies and content owners use 4C to improve effectiveness on TV, digital and mobile.
Teradata helps companies get more value from data. Teradata´s portfolio of big data analytic solutions, integrated marketing applications, and services can help organizations gain a sustainable competitive advantage with data.