Digging Into Customer Choice

By Matthew Hicks  |  Posted 2002-04-17 Print this article Print

A Teradata Warehouse Miner upgrade helps companies plan their product slate by predicting which products customers would purchase together.

Teradata is planning to introduce on Monday additional data mining capabilities within its Teradata Warehouse software that can help companies better predict customer behavior. Teradata, a division of Dayton, Ohio-based NCR Corp., will introduce Teradata Warehouse Miner 3.2 at its Teradata Universe conference in Edinburgh, Scotland. It will include two additional algorithms that support affinity analysis and sequential analysis. Both focus on helping companies, particularly those in retail, telecommunications and financial services, plan product offerings, promotions and ways of preventing the loss of customers, said Arlene Zaima, data mining product marketing manager. Warehouse Miner already supports eight other algorithms, such as linear regression and factor analysis.
"This is a whole new type of analysis that solves business problems," Zaima said. "Everybody wants to find ways of reducing costs and reducing attrition because its so costly to try to acquire a customer."
Affinity analysis is targeted at helping companies better plan their product offerings by helping predict which products customers would purchase together. Sequential analysis relates two or more events over time so that companies can get help in predicting which products customers are likely to buy in their next transactions. Warehouse Miner with pre-processing capabilities and the analytic algorithms is priced starting at $30,000. It is sold as a component within the Teradata Warehouse suite. Teradata first began integrating data mining into its database engine in 1999 with pre-processing capabilities, and last April the company launched a more comprehensive data-mining tool with analytic algorithms with the first release of Warehouse Miner. Teradatas increased data mining focus is part of larger efforts to provide more compelling ways for customers to centralize their data warehousing efforts within its data warehouse. At the International Oracle Users Group conference this week in San Diego the company took aim at Oracle Corp. and competitors such as IBM by announcing an expansion of services to help companies migrate multiple data marts into a centralized Teradata data warehouse. The Teradata Data Mart Consolidation Program, first introduced in December, now includes, among other things, an assessment tool that analyzing the financial impact of companies consolidating multiple data marts. Called Data Mart Consolidation Business Impact Models, the tool is used in conjunction with Teradatas consulting services to determine expectations, migration timetables and costs and benefits, said Vickie Farrell, vice president of Teradata warehouse marketing.
Matthew Hicks As an online reporter for eWEEK.com, Matt Hicks covers the fast-changing developments in Internet technologies. His coverage includes the growing field of Web conferencing software and services. With eight years as a business and technology journalist, Matt has gained insight into the market strategies of IT vendors as well as the needs of enterprise IT managers. He joined Ziff Davis in 1999 as a staff writer for the former Strategies section of eWEEK, where he wrote in-depth features about corporate strategies for e-business and enterprise software. In 2002, he moved to the News department at the magazine as a senior writer specializing in coverage of database software and enterprise networking. Later that year Matt started a yearlong fellowship in Washington, DC, after being awarded an American Political Science Association Congressional Fellowship for Journalist. As a fellow, he spent nine months working on policy issues, including technology policy, in for a Member of the U.S. House of Representatives. He rejoined Ziff Davis in August 2003 as a reporter dedicated to online coverage for eWEEK.com. Along with Web conferencing, he follows search engines, Web browsers, speech technology and the Internet domain-naming system.

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