Home  › Marketing › Strategies

Teradata to Buy Aprimo for $525 Million

  |  December 22, 2010   |  Comments

Primary product is Aprimo Marketing Studio, available in B2C and B2B formats.

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.

ABOUT THE AUTHOR

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.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

US Consumer Device Preference Report

US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.

E-Commerce Customer Lifecycle

E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.

Jobs

  • Editor
    Editor (Search Engine Watch) - New YorkRole Overview Search Engine Watch (SEW) provides tactical advice and information for businesses and site...