Teradata To Acquire Aprimo

Teradata Corporation, the company focused on data warehousing and business analytics, recently announced the signing of a definitive agreement to acquire cloud-based integrated marketing software provider Aprimo for approximately $525 million. In addition, Teradata will draw upon Aprimo's deep expertise in cloud and software-as-a-service (SaaS) functionality.

"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, 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 (IMM) and offer compelling business value for our customers."

The IMM business is a growing, $5 billion sector and is emerging as a critical focus for businesses, representing one of the most strategic and largest areas of investment for most corporations. Companies that develop an IMM strategy will deliver a 50 percent higher return on marketing investment than those that don't, according to a recent report from Gartner.

The combination of Teradata's powerful analytics and Aprimo's innovative marketing helps clients integrate, streamline, and continuously accelerate profitable growth.

"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, CEO, 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."

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.