Teradata, a provider of enterprise data warehousing (EDW) offerings, has agreed to acquire Aprimo, a provider of cloud-based integrated marketing software, for approximately $525m in cash.
Teradata said that with this acquisition, it will integrate its capabilities in data warehousing and business analytics with Aprimo’s marketing offerings, to enable corporations to improve and optimise marketing performance with data-driven insights.
Teradata plans to take advantage of Aprimo’s expertise in cloud and software as a service (SaaS) offering to strengthen its position in integrated marketing management, marketing resource management and multi-channel campaigning.
In addition, the acquisition is expected to help Teradata compete against rivals IBM and Oracle in cloud-based offerings.
Teradata said that Aprimo products would continue to be marketed and sold under its own name once the acquisition closes.
Teradata also said Aprimo will be included in its business analytics portfolio and will support its analytics and applications business, including development, marketing, sales and services going forward.
