September 3, 2015

Teradata Leads a Fragmented Pack for Forrester’s Real-Time Interaction Management

As marketing continues to mature, real-time technologies are increasingly important in helping the modern marketer deliver contextually relevant messages to the consumer at the right time.

Forrester recently released a report on the industry best real-time interaction providers for 2015.  Forrester defines real-time as “enterprise marketing technology that delivers contextually relevant experiences, value, and utility at the appropriate moment in the customer life cycle via preferred customer touchpoints.” Eleven vendors were evaluated.

Vendors were evaluated on the three following high-level categories:

  • Current Offering: Real-time solution capabilities, UX, integration, and scale of deployments
  • Strategy: How was the solution created and how will its vision position the provider for success in the future?
  • Market Presence: Enterprise customers deploying real-time solution and revenue/financial growth linked to real-time offering



Forrester found that the real-time market is fragmented.  Vendors who are well established cloud-based providers excel at email and web but lack integration with other channels such as mobile apps, social media, and offline channels.  On the other hand, vendors who have developed sophisticated decision engines and have accomplished cross-channel integration lack the market penetration of their cloud based competitors.

Pegasystems and Teradata establish themselves as leaders in real-time interaction.  Forrester praises both vendors on their sophisticated decision engines and ability to deliver consistent messaging across channels.  These decision engines have enabled Pegasystems and Teradata, among others, to execute real-time offer arbitration versus other competitors who require the use of pre-assembled offers. Both providers have demonstrated the ability execute large-scale enterprise deployments.


Teradata led the pack in tool capabilities and solution strategy.  What this tells us is that Teradata has introduced exceptional functionality and is heading in a good direction going forward.  Forrester notes that Teradata leaves something left to be desired when it comes to their cloud-based offering; however, news from the Teradata ONE Marketing Festival in May indicates that Teradata (now branding their marketing solution as Teradata Integrated Marketing Cloud) intends to strengthen its cloud presence in the near future.  With this in mind, watch out for Teradata in the years to come!

To learn more about real-time marketing, please leave a comment below or contact Covalent here.