How Teradata used Company Surge® to measure brand lift and validate campaign investment

Validating campaign ROI and brand lift

Teradata is challenging its target audience to think differently about data and analytics.

The launch of a new brand message inspired Teradata to find a new way of measuring campaign impact. Company Surge® data was the solution.

Using Company Surge®, Teradata found that brand interest from its US-based target accounts lifted 78% during the campaign.

Download full case study
Bombora-Teradata-case-study-Summary-img

Teradata's journey

Teradata-Background-case study

Background

‘Buy answers instead of analytics!’  Teradata’s bold new messaging challenged its audience to think differently about purchasing data and analytics products.

This new campaign represented a significant ad investment for Teradata, which spanned across the US, UK, and Germany and included traditional and digital media channels.

The question was: would it be worth it?

Teradata-Background-case study
Bombora-Teradata-case-study-Challenge

Challenge

The challenge was in validating its investment.

Partnering with Just Media and Bombora, Teradata used Company Surge® data to measure the impact of the campaign based on interest in its brand.

This approach to brand measurement helped Teradata validate its campaign investment.

Bombora-Teradata-case-study-Summary-image

Solution

To determine a lift from the campaign, Teradata needed to understand the levels of interest around its brand.

It used a Historical Buyer Journey Analysis to establish a baseline measurement of interest against the topic ‘Teradata’ for the six months before the campaign. Any interest greater than that baseline during the campaign period would signal a lift in brand interest.

For additional insights, Teradata placed an Audience Verification tag on its paid digital media creative. This provided insights about the campaign reach and frequency against its target accounts.

Bombora-Teradata-case-study-Summary-image
Bombora-Teradata-case-study-results

Results

Using this approach, Teradata confirmed that the campaign increased interest in its brand. Overall, the volume of interest in the intent topic ‘Teradata’ increased across both target and non-target accounts.

Compared to the historical baseline of interest:

  • After the first week of the campaign, there was a 279% lift in the number of US accounts across Bombora’s Data Co-op interested in the topic ‘Teradata’
  • Interest from Teradata’s US-based target accounts lifted 78% during the campaign
  • Interest was also significantly higher during heavy spending periods of the campaign

Everybody wins with Bombora

B2B Sales and Marketing

Align marketing and sales towards a unified approach focused on Intent data.

Surf's up

Agencies

Deliver better results for your clients with highly targeted campaigns that focus on businesses showing intent.

Dive in

Publishers

Enrich your ad products with the power of B2B Intent data to deliver more targeted campaigns for your advertising partners.

Take off

Testimonial

Teradata’s innovative marketing team wanted a new and modern approach to measuring awareness impact. We were excited to work with Bombora to help create a new and groundbreaking approach to brand measurement using Intent data at the core. The end result, Company Surge® Score, proved a very effective way to track awareness improvement both at a general and account-level.

BrandonFriesen

Brandon Friesen

Just Media, CEO

Browse other case studies

Bombora-OneLogin-video-CTA
OneLogin

OneLogin combines the power of Leadspace's B2B Customer Data Platform and Bombora's Company Surge® Intent data to generate a 60% increase in email open rates, 2X increase in email reply rates and a 10% increase in outbound sales pipeline.

View case study
Bombora-OneLogin-video-CTA
Bombora-DataStax-Video-image-CTA
DataStax

DataStax uses Company Surge® Intent data to prioritize accounts for paid social and Account Based Marketing programs, generating 40% increase in paid social engagement and 60% increase in Terminus display ads.

View case study
Bombora-DataStax-Video-image-CTA
Case-Study-Veristor-About-Bombora
Veristor

By using Company Surge® Intent data across a variety of teams, Veristor has seen a two-fold increase in email open rates, an 18% increase in event attendance, and many anecdotal sales success stories that have made converted skeptics into believers.

View case study
Case-Study-Veristor-About-Bombora

Try Intent data for free

Company Surge® Alerts sends you an email containing your top 10 prospects each week. Sign up for free and get in touch with the accounts already interested in what you sell.

Register