Cable Technology Feature Article
July 01, 2010
DIRECTV Implements Teradata's Active Enterprise Data Warehouse
By Jai C.S., TMCnet Contributor
Teradata (News - Alert) Corporation, a company specializing in database software, enterprise data warehousing, data warehouse appliances, and analytics, said that DIRECTV, a company that has contributed to the evolution of TV through its HD programming, interactive features, digital video recorder services, quality customer service, and electronic program guide, will implement Teradata’s Active Enterprise Data Warehouse (EDW) system in its new data center in Phoenix.
Teradata’s Enterprise Data Warehouse (EDW) enables its customers to better analyze business operations and drive smarter, faster decisions providing them with a single view of their business.
"We're able to measure our performance and know instantly whether we're meeting our goals in any area throughout the day, and to take action when it's needed," Jack Gustafson, director of data warehouse, DIRECTV said.
"We use the information to drive our business in the areas that matter most to customers, such as installations, competitive offers and retention," Gustafson added.
As said, the initial implementation of a Teradata Active EDW was made to provide near-real time information about DIRECTV customers to contact call-center agents and resulted in reducing customer churn to the industry's lowest, 1.53 percent. Alternatively, this implementation has also provided for the consolidation of disparate data marts into a centrally managed data warehouse.
"Companies such as DIRECTV that make it their business to know their customers are the most successful in building loyalty, getting repeat sales and gaining a better understanding of what the target market really needs," Christian Rodatus, vice president for sales in the communications, media, entertainment and utilities industries, Americas region, Teradata Corporation, said.
"That knowledge comes from having access to detailed data with near real-time updates of information from across the enterprise," Rodatus added.
Jai C.S. is a contributing editor for TMCnet. To read more of Jai's articles, please visit his columnist page.
Edited by Erin Monda