April 12, 2013

Teradata Apex 2013

Last week I had the pleasure of accompanying my team to the Teradata (formerly Aprimo) 2013 Marketing Summit in the land of jazz and jambalaya: New Orleans. With Liz as our seasoned attendee, Kevin and I attended this conference for the first time. As younger consultants, our mission in our work life is to learn as much as possible, fast. With that in mind, we entered the New Orleans Hyatt each morning with our sessions selected and our notepads ready.


While there were more specific things I picked up (not just the route to Bourbon Street!), there were a few major takeaways gained from attending the (as it was titled) Apex 2013 conference:

Teradata is Covering the BoardWalking through the Sponsors & Technology booths of the conference made this obvious:  If the industry of marketing data and software was a RISK gameboard, Teradata started on Papua New Guinea and is building up. Through acquisition and development of the Aprimo suite incorporating ARTIM, the capabilities are expanding and integrating at a rapid rate. Savvy marketers are now looking to the company’s programs for process design and automation, mobile marketing solutions, and real-time data collection and use. Gartner’s strong showing for Teradata this year reflects the quickly growing list of customer enablement.

Social Media is Being Taken Seriously – A pervasive theme of incorporating Social Media into traditional marketing budgets and strategies was seen from the opening video to the speech by Teradata’s CMO. With the capabilities of ARTIM taken on board, real-time Social Media and Mobile marketing are moving out of the zone reserved for whiz kids or college interns. Keynote speakers included Erik Qualman, writer of ‘Socialnomics’, who presented a humorous and convincing video discussing the incongruity of emphasis on ROI from Social Media.

Design Deserves Emphasis – Marketing’s connection to technology has grown so exponentially in recent years that many companies feel good just for keeping up. Apex hosted several sessions with a focus on making these developments not just existent, but well-designed. (I personally learned that when it comes to mobile capabilities in apps, the average finger is 40pixels in area. In other words, make the profitable buttons easy to hit accurately!)

The takeaways we gained show a clear path moving ever closer to the idea of Marketing Technologists growing as valued assets. I look forward to seeing how the rate of adoption on this concept will increase, now that it is being publicized to masses of companies and technology partners through large conferences such as Teradata’s Marketing Summit.