Communications and marketing company, Salmat, has collaborated with marketing management software provider, Teradata Applications, for its Influence marketing suite.

Influence is a Cloud-based marketing platform designed to let businesses manage their various marketing efforts through a single portal.

The core of the product is an insight into how consumers are responding to marketing efforts though behaviours or actions, such as conversations with call centre staff and navigation of the company website or Facebook page.

By partnering with, Teradata Applications, Salmat consumer marketing solutions chief executive officer, Peter Anson, said Influence could be hosted locally and tuned for the Australian market.

"Our partnership with Teradata is a key investment and supports our philosophy of partnering with the best technology providers to help our clients meet their marketing and communication objectives," Anson said.

Anson adds that the decision to put Influence in the Cloud was to make the product more affordable to customers.

More than one outlet

While Anson said technology such as Influence is the enabler in business, he adds that people ultimately drive innovation.

According to Anson, the advantage of Influence is that it provides a "holistic approach" to marketing, starting with data and using it to expand traditional and digital marketing channels for an "exceptional customer experience."

"That is made possible by taking digital assets, communications, channels and workflow, and bringing all of that together and seamlessly integrating that on a platform for customers," he said.

Patrick Budmar covers consumer and enterprise technology breaking news for IDG Communications. Follow Patrick on Twitter at @patrick_budmar.