Teradata engaged with Merritt Group after the company went independent from NCR in 2008 to raise its awareness, while competing for share of voice against much larger competitors such as HP, SAP, IBM and Oracle. At the same time, its market was evolving and “big data” was primed to hit the mainstream, yet its existing story was still very technical.

Merritt helped Teradata refine its story to focus on the business buyer, while maintaining media momentum behind its strong technology and innovation leadership. We solidified Teradata’s relationship with the tech influencers, while reaching a new set of business reporters with customer stories, corporate features and compelling thought leadership content. Steady engagement on blogs, Twitter and LinkedIn amplified the messages directly to key audiences.

Over the years, Teradata has seen consistent high-profile coverage in publications that typically didn’t write about data warehousing and analytics, such as The Wall Street Journal, The New York Times, BusinessWeek, The Economist, and more. The company was named one of the “10 Most Strategic IT Vendors” in a cover story by InformationWeek and has maintained a leading share of voice against well-heeled competitors.

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