Internet advertising is one of the hottest growing segments in the market today. MatchLogic, a subsidiary of Excite@Home, is leading the way in this data- driven, online initiative. MatchLogic enables advertisers, direct marketers, digital merchants, Web sites and online companies to achieve cost-effective solutions for the management, measurement and optimization of their digital marketing efforts.

Founded in 1996, MatchLogic was one of the first firms to integrate Internet advertising, database management and direct marketing. Our team of more than 125 database marketing practitioners has extensive strategic and implementation experience around the world.

MatchLogic offers a full suite of products and services including third- party ad serving, Enliven rich media, advanced ad targeting, lead generation tools, targeted opt-in e-mail, sophisticated reporting and user profiling. MatchLogic also offers end-to-end enterprise solutions. With MatchLogic, advertisers execute online marketing campaigns to elicit greater responses, consumer identification and loyalty.

MatchLogic offers solutions for creating and managing one-to-one customer relationships in the digital channel. Through the use of MatchLogic's highly personalized advertising capabilities and customer relationship services, marketers can harness the true marketing power of the Internet.

The effectiveness of digital marketing is impacted by three very important variables ­ the amount and type of data gathered, understanding what the data means and utilizing this data to execute more effective campaigns.

MatchLogic receives thousands of new registrations per day and serves more than 500 million ad impressions per day on leading Web sites. These numbers are increasing at a rapid rate. Our research and analysis database alone contains more than 72 million anonymous profiles collected across the Web.

MatchLogic's challenge was to maintain this information in its data warehouse, grow the business and provide this data for better analysis and decision making to customers. Specific challenges included:

  • IT administration had difficulty managing multiple instances of legacy databases.
  • Increased customer growth and resulting data were quickly outgrowing the data warehouse.
  • Serial- only load processes were slowing data access and were becoming inefficient.
  • Analysis took days and ad hoc queries were not an option.
  • Multichannel campaign management capabilities did not exist; we did not have a complete view of the customer.

With enormous data growth projections, we were quickly approaching full capacity and serious performance limitations with the existing data warehouse.

The NCR Solution

MatchLogic needed a data warehousing solution that would enhance the limited use and capacity of the existing database. To support our business, we needed a powerful tool to perform the high-level analytics MatchLogic customers depend on for intelligent decision making and successful marketing initiatives. The performance and scalability of a Teradata Active Warehouse with NCR's Relationship Optimizer provided a winning combination MatchLogic could not ignore.

MatchLogic is installing a Teradata Ware- house with two terabytes of database capacity. Utilizing TeraMiner, NCR's data mining software, we will extend the value of our data warehouse investment by discovering and interpreting complex patterns faster than ever before.

NCR's Relationship Optimizer will enhance MatchLogic's e-CRM offer by allowing us to provide event-driven campaigns for our customers along with multichannel campaign management.

By integrating Relationship Optimizer into our customer solutions, MatchLogic and NCR have developed a partnership to offer a digital e-CRM solution that is unparalleled in the industry. NCR accounts using Relationship Optimizer will be able to seamlessly work with MatchLogic's promotional services for both existing and potential customers. Both MatchLogic and the account will get accurate and consistent communication at every stage of their customer partnerships.

Together, NCR and MatchLogic have the ability to offer clickstream analysis, advanced customer behavior analysis and enhanced customer profiling for a combined online and offline world. NCR and MatchLogic's customers will have the true power of one- to-one marketing.

MatchLogic selected NCR for their outstanding reputation as a data warehouse solutions provider and for their proven capabilities and hardware support. The scalability of Teradata will enable MatchLogic to significantly improve analytical performance. We had time-to- market concerns; and with our existing data warehouse approaching capacity, we turned to NCR which had the tools that helped us meet our challenges. The capability for simultaneous query loading, ad hoc query analysis, scalability and the superior economies of scale made Teradata the solution of choice.

In the end, MatchLogic is expecting the new data warehouse solution to fuel a growth in revenues through enhanced service offerings and a quick return on investment. Existing customers will benefit from faster processing and complexity of analytics, yielding greater business intelligence. With the expected growth trend, adding customers will be at a significantly lower cost than ever before.

NCR Teradata - NCR's flagship database is widely regarded by industry analysts and proven in industry benchmarks to be the best at handling large amounts of data and superior in its ability to grow in size without performance issues.

NCR Relationship Optimizer - This suite of CRM software enables businesses to respond to changes in customer behavior with targeted communications and then record, analyze and serve each individual consumer's unique needs.

TeraMiner - The product of NCR's data mining labs, this software is specially designed to handle large data volumes and works within Teradata to give businesses the power to recognize patterns in their data.

Register or login for access to this item and much more

All Information Management content is archived after seven days.

Community members receive:
  • All recent and archived articles
  • Conference offers and updates
  • A full menu of enewsletter options
  • Web seminars, white papers, ebooks

Don't have an account? Register for Free Unlimited Access