Hallmark Cards expands data warehouse with Teradata

San Diego — Teradata announced Tuesday that Hallmark Cards Inc. has expanded its data warehouse environment with new enterprise data warehouse platforms, including new data warehouse appliances, as well as the latest Aprimo Relationship Manager application from Aprimo, a Teradata company.

The upgraded platforms and software tools were implemented while realizing a 30% reduction in total cost of ownership. Hallmark also added utilities for backup and recovery, as well as Teradata Viewpoint and Professional Services support.

“We in the marketing team were ready to start doing more automated multi-step campaigns and the new Teradata-Aprimo software now provides us with that valuable capability,” said DeAnna Blair, marketing project leader, Hallmark Cards. “We operate in a complex, consumer-centric business which requires a more agile data warehouse with excellent performance economics.”

Using Teradata, Hallmark gathers daily POS information, including purchases from millions of loyalty card holders.