Data warehousing firm Teradata has announced it will buy cloud-based integrated marketing software provider Aprimo for $525 million including the assumption of $25 million of cash at closing. The deal will help Teradata bolster its analytics and business intelligence services by adding Aprimo’s suite of integrated marketing applications.
Aprimo’s software will allow Teradata customers to wrangle insights from their stored data for profit. That will help companies speed up their marketing campaigns and product launches across all digital channels. Teradata also plans on leveraging Aprimo’s software-as-a-service to offer customers choice in accessing Teradata’s software locally or in the cloud based on their needs.
Aprimo’s integrated marketing management software is used by 36 percent of the Fortune 100. Teradata said integrated marketing management is a growing $5 billion sector and a strategic area for growth for companies.
The acquisition helps Teradata expand its business opportunities as it competes with heavyweights Oracle and IBM, which bought Aprimo competitor Unica for $480 million in August. It also helps position the company better as enterprise customers increasingly look to leverage and manage their data for improved business insights.
Aprimo will be integrated into Teradata’s operations but will continue to market its offerings under the Aprimo name. The acquisition is expected to close in the first quarter of 2011.
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