Data warehousing and business analytics company Teradata acquired Aprimo, an integrated marketing software provider, for $525 million on December 22.
The acquisition will move Dayton, OH-based Teradata into the integrated marketing management, marketing resource management and multichannel campaign management markets.
“Marketing and technology are becoming more intertwined,” said David Frankland, VP and principal analyst at Forrester Research. “Technology vendors have successfully penetrated other areas of business and made them more effective and efficient. The same goes for marketing. Consumers spend more time online, and they expect a consistent experience across every way they interact with companies. That requires intelligence technology.”
Indianapolis, IN-based Aprimo provides integrated marketing applications to more than 150,000 clients worldwide, including more than 36% of the Fortune 500, according to a statement from the companies.
Teradata said in a statement that the acquisition will help it accelerate marketing campaign time to market, product launches and strategic brand initiatives. The deal will also help clients leverage data from Teradata’s warehouse into initiatives designed with Aprimo’s campaign management solutions.
The transaction is subject to regulatory clearances and other customary closing conditions. In a statement, the companies said they expect it to be complete in the first quarter of next year.
Teradata did not respond to calls seeking comment on the acquisition.
