December 22, 2010 – Data warehousing and analytics provider Teradata Corporation signed a definitive agreement to purchase Indiana-based cloud marketing company Aprimo.

Teradata will pay $525 million for Aprimo, taking in about $25 million in cash from the company, in the proposed deal, according to a news release.

Teradata stated in a news release that Aprimo’s integrated marketing management solutions would be added to its business analytics portfolio. Additionally, Teradata noted that it would draw upon Aprimo’s “deep expertise” in cloud computing and software as a service functionality.

Integrated marketing management (IMM) is a $5 billion business, with a 50 percent higher ROI expected by 2014 for companies with a developed IMM strategy, according to numbers from industry analyst Gartner provided in a news release.

Bill Godfrey, Aprimo chief executive officer, said in a news release that the end result of the deal would be expanded integration options from his company and to customers.

“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 Godfrey.

Indianapolis-based Aprimo claims to serve more than 150,000 professionals worldwide and about 36 percent of Fortune 100 companies, according to the company website.

The deal is subject to customary regulatory approvals and is expected to close at the end of the first quarter of 2011, Teradata stated in a news release.

Register or login for access to this item and much more

All Information Management content is archived after seven days.

Community members receive:
  • All recent and archived articles
  • Conference offers and updates
  • A full menu of enewsletter options
  • Web seminars, white papers, ebooks

Don't have an account? Register for Free Unlimited Access