• Teradata Acquires Aprimo

    Data warehousing and business analytics powerhouse Teradata Corporation (NYSE: TDC) announced its agreement to acquire marketing automation software leader Aprimo for approximately $525 million plus $25 million in cash.  As a result, Teradata strengthens its core business while drawing Aprimo’s deep expertise in Cloud and Software as a Service (SaaS) functionality.

    According to Teradata, “The Integrated Marketing Management (IMM) business is a growing, $5 billion sector.  Companies that develop an Integrated
    Marketing Management strategy will deliver a 50 percent higher return on marketing investment than those that don’t, according to a recent report from Gartner.”

    “Combining these visionary companies positions Teradata as a leader in Integrated Marketing Management, Marketing Resource Management, and Multi-Channel Campaign Management, providing customers an end-to-end solution available in SaaS and on-premise environments,” said Mike Koehler, president and chief executive officer of Teradata. “In addition, the combination will broaden our addressable customer base and fuel marketing innovation for our customers.  Together, Teradata and Aprimo will drive the future of Integrated Marketing Management and offer compelling business value for our customers.”

    “Aprimo and Teradata are both laser focused on customer success, core business values that forge together our experience and commitment to help marketers revolutionize marketing and achieve their vision of integrated marketing management,” said Bill Godfrey, chief executive officer at Aprimo. “We believe our combined value proposition, Teradata’s powerful business analytics and Aprimo’s cloud-based Integrated Marketing Software come at a time when marketers are consolidating and integrating their marketing teams and systems while demanding more strategic analytics and intelligence.  This is great news for our present and future
    customers.”

    By acquiring Aprimo, Teradata will deliver tools for marketers who need to:

    – Accelerate time to market for revenue-generating campaigns, product launches, and
    strategic brand initiatives
    – Enable smarter decisions across the enterprise by leveraging data to gain strategic
    insights, recognize emerging opportunities and respond quickly
    – Optimize and deliver successful campaigns seamlessly across all digital channels
    – Streamline operations to drive more effective marketing

    Aprimo will be integrated into Teradata’s operations and will continue to market its products and services under the name Aprimo.  Once the acquisition is complete, Aprimo will support the strategy of Teradata’s analytic and applications business, including development, marketing, sales, and services going forward.

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    1 Comment to “Teradata Acquires Aprimo”

    1. David Kirkdorffer David Kirkdorffer says:

      When I first read this news I thought, “WOW! This news is so 1999!”

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