May 2, 2012 – Teradata announced an agreement to buy cloud marketing integration provider eCircle, as a move to expand its European presence and step up integrated marketing capabilities of a previous acquisition, Aprimo.
eCircle specializes in on-demand, customized digital messaging solutions for marketing teams digging through large and unstructured data sets. Messaging and integration capabilities from eCircle will be combined with Aprimo’s Integrated Marketing Management strategy and backed by Teradata’s analytics and data warehousing functionality. In addition, Teradata said in a release on the deal announced Wednesday that acquiring Munich, Germany-based eCircle “more than triples” Aprimo’s European marketing applications team.
Ari Osur, Forrester Research principal analyst, said in a release on the deal that the transaction is partly a response to enterprise expectations of customer-centered integrated messaging.
“Direct messaging options have proliferated for marketers, expanding from traditional mail and telemarketing to now include a myriad of digital channels like email, social media, SMS and mobile app push notifications,” Osur said. “But while digital messaging has converged on consumer devices, most interactive marketers are still stuck in a siloed, channel-based approach to messaging.”
Financial terms were not disclosed, and Teradata anticipates it to close in the second quarter of 2012. Founded in 1999, eCircle and its executive leadership will be integrated into the Aprimo division, though it will maintain its current operations and availability as a standalone solution.
In 2010, Teradata announced a $525 million deal for Aprimo as part of its efforts to expand integration offerings in house and for customers. Three months later, it followed that deal with another meant to boost its analytics capabilities in the form of a $263 million deal for Aster Data, though Teradata has been relatively quiet with transactions since last year.