Teradata Customer Station Casinos Earns Industry Accolades Recognizing Value of Data Analytics in Operational Excellence

ATLANTA, March 10, 2011 /PRNewswire/ — Teradata Corporation (NYSE: TDC) announced today that customer Station Casinos has captured two industry awards in recognition for its success in implementing Teradata Relationship Manager and related applications on the Teradata Active Enterprise Data Warehouse platform. Using real-time data capture and integration to gain a complete view of customers across its 18 casinos and hotels, Station Casinos has been able to improve player development profitability by $2 million per month, cut more than $1 million a month in targeted promotional campaign expense and improved guest retention by nearly 10 percent.

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• Karen O’Dell, PMP, Station Casinos’ director of IT business systems, won the PMI Southern Nevada Chapter Project Manager of the Year award from the Project Management Institute for her work leading the implementation project.

• Station Casinos was selected from among 500 high-performing companies to receive a 2011 Aprimo Excellence (APEX) award. The winner in the Teradata Relationship Manager category, Station Casinos won for improving guest retention while simultaneously reducing its promotional budget, and for improving the efficiency of its analytical reporting.

                   "Karen has led a majority of our large-scale
                   technology projects and her proficiency as a project
                   director has allowed Station Casinos to embrace
                   differentiating technology in ways other companies
    Scott Kreeger, might not be able to."
    senior vice
     president,
     operations,
     and chief
     information
     officer,
     Station
     Casinos
                   "It's amazing how much better and more consistent
    Karen O'Dell,  Station is with insight and analysis now that we've
     IT project    integrated decisioning data into the enterprise data
     director,     warehouse. Now we have logically harmonious customer
     Station       analysis and opportunity management for our Total
     Casinos       Guest Worth project."

                   "Using Teradata Relationship Manager within the
                    Teradata Enterprise Data Warehousing environment has
                    meant we can act on our belief that every customer has
                    a unique personality and a unique set of behaviors. To
                    deliver a rewarding customer experience, Station has
                    to recognize and cater to that uniqueness, and predict
                    and stay ahead of each customer's needs. These
    Marc            analytical tools have opened the door for Station to
     Oppenheimer,   stay one step ahead of the customer life cycle."
    vice
     president,
     relationship
     marketing,
    Station
     Casinos
                   "Station Casinos has moved in a new strategic
                   direction, using the power of enterprise analytics to
                   understand its customers significantly better than
                   ever, faster than ever, and to recognize their present
                   and potential value to its organization. This deep
                   understanding of each customer is now an essential
                   reason for whether a company is at the top or bottom
    David Porter,  of the economy."
    director of
     hospitality
     solutions,
    Teradata
     Corporation

Relevant Information

• Station Casinos purchased in 2008 the industry-leading Teradata Active Enterprise Data Warehouse, Teradata Relationship Manager, Teradata Warehouse Miner, and real-time tools and utilities.
• Using Teradata’s real-time data platform and advanced software tools, Station Casinos marketers can share detailed analytical intelligence obtained through Teradata Relationship Manager with its customer service representatives so they can make more informed decisions about customer requests at the time it matters most.
• TRM software gives companies sophisticated tools to launch multiple-step conversations with their customers across different sales and service channels. Teradata’s approach to managing these dialogs typically results in higher response rates and more profitable returns than conventional marketing approaches. TRM software also assists in executive-level management, reporting on marketing productivity with frequent metric reports on customer interactions, revenue and business operations within the data warehouse.

About Teradata

Teradata is the world’s leader in data warehousing and integrated marketing management through its database software, data warehouse appliances, and enterprise analytics. For more information, visit teradata.com.

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SOURCE Teradata Corporation