Data warehousing company Teradata has agreed to acquire Aprimo, a marketing software company, for $525 million.
The acquisition boosts Teradata's cloud computing capabilities at a time when clients are increasingly looking to store their data somewhere other than their own computers. It also provides entry for Teradata into the integrated marketing management sector.
Aprimo's primary marketing software product is Aprimo Marketing Studio, which is available in both B2C and B2B formats.
As part of the deal, Teradata will assume $25 million of Aprimo cash at closing, which is expected in the first quarter of 2011.
“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," said Bill Godfrey, CEO of Aprimo, in a written statement.
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Douglas Quenqua is a journalist based in Brooklyn, NY who writes about culture and technology. His work has appeared in The New York Times, Wired, The New York Observer, and Fortune.
March 19, 2014