Digital MarketingStrategiesTeradata to Buy Aprimo for $525 Million

Teradata to Buy Aprimo for $525 Million

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.

Related Articles

Four tips to make the most of marketing attribution

Data-Driven Marketing Four tips to make the most of marketing attribution

1m Tereza Litsa
The rise of marketing attribution and the benefits for marketers

Data-Driven Marketing The rise of marketing attribution and the benefits for marketers

4m Tereza Litsa
The three reasons CPG brands can't ignore ecommerce

CPG The three reasons CPG brands can't ignore ecommerce

6m Al Roberts
How financial services CMOs should approach regulation

Digital Transformation How financial services CMOs should approach regulation

7m Al Roberts
How are traditional banks competing for customers in a digitally disrupted industry?

Finance How are traditional banks competing for customers in a digitally disrupted industry?

8m Al Roberts
5 cross-platform automation tools to improve your team's efficiency

Collaboration 5 cross-platform automation tools to improve your team's efficiency

8m Tereza Litsa
Why banks are becoming customer-centric organizations

Analyzing Customer Data Why banks are becoming customer-centric organizations

8m Al Roberts
Five tools to automate lead nurturing in sales

Ecommerce & Sales Five tools to automate lead nurturing in sales

8m Tereza Litsa