Implementing second system in new data center

EL SEGUNDO, Calif., June 30—Success in meeting corporate goals, including fraud detection and reducing customer churn to the lowest in the industry has led Teradata Corporation customer DIRECTV to expand its Active Enterprise Data Warehouse (EDW). The new active system will be implemented in the television service company’s new data center in Phoenix.  

“We’re able to measure our performance and know instantly whether we’re meeting our goals in any area throughout the day, and to take action when it’s needed,” said Jack Gustafson, director of data warehouse,  DIRECTV. “We use the information to drive our business in the areas that matter most to customers, such as installations, competitive offers and retention.”  

The initial implementation of a Teradata Active EDW was made to provide near-real time information about DIRECTV customers to contact call-center agents and resulted in reducing customer churn to the industry’s lowest, 1.53 percent. The initial implementation also provided for the consolidation of disparate data marts into a centrally managed data warehouse.

“Companies such as DIRECTV that make it their business to know their customers are the most successful in building loyalty, getting repeat sales and gaining a better understanding of what the target market really needs,” Christian Rodatus, vice president for sales in the communications, media,  entertainment and utilities industries, Americas region, Teradata Corporation, said. “That knowledge comes from having access to detailed data with near real-time updates of information from across the enterprise.”


DIRECTV is the world’s most popular television service delivering state-of-the-art technology, unmatched programming, the most comprehensive sports packages available and industry leading customer service to its more than 24.5 million customers in the U.S. and Latin America.  In the U.S., DIRECTV offers its 18.4 million customers the capacity for more than 200 HD channels in Dolby 5.1 theater-quality sound, access to exclusive sports programming such as NFL SUNDAY TICKET™, award winning technology like its DIRECTV® DVR Scheduler and higher customer satisfaction than the leading cable companies for nine years running.  DIRECTV Latin America, through its subsidiaries and affiliated companies in Brazil, MexicoArgentina, VenezuelaColombia, and other Latin American countries, leads the pay-TV category in technology, programming and service, delivering an unrivaled digital television experience to 6.1 million customers. DIRECTV sports and entertainment properties include three Regional Sports Networks (Northwest, Rocky Mountain and Pittsburgh) as well as a 65 percent interest in Game Show Network. For the most up-to-date information on DIRECTV,  please call 1-800-DIRECTV or visit

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