NEWS27 June 2019

Oxford University to use Teradata for marketing research

Data analytics News North America Technology UK

US & UK – Oxford University’s Saïd Business School is partnering with data intelligence firm Teradata to use its data analytics platform as part of the Oxford Future of Marketing Initiative.

Oxford uni saïd business school_crop

As part of the partnership, San Diego-headquartered Teradata will also fund a postdoctoral research fellowship on the Future of Marketing research team.

The academic and industry initiative conducts research on the challenges and opportunities for marketing in future. Facebook, L’Oréal, Allianz Insurance and Kantar are among the other industry partners.

Teradata’s Vantage integrates descriptive, prescriptive analytics, machine learning and visualisation tools within one platform.

Andrew Stephen, associate dean of research and L'Oréal professor of marketing at Saïd Business School, said: “Given that a large part of the future of marketing involves advanced data analytics and machine learning at scale, working with Teradata and having access to Vantage will allow our researchers to develop new capabilities and answer new research questions around the applications of machine learning to real-world marketing problems.”

Martyn Etherington, chief marketing officer at Teradata, added: “This partnership allows both of our organisations to continuously create and share ideas, research insights, and customer experiences.”