Teradata To Acquire Aprimo

Teradata Corporation, the company focused on data warehousing and business analytics, has announced the signing of a definitive agreement to acquire Aprimo, the cloud-based integrated marketing software provider, for approximately $525 million including the assumption of approximately $25 million of cash at closing, subject to adjustment.

Together, they will bring powerful business analytics with integrated marketing solutions to enable corporations to improve and optimise marketing performance with data-driven insights. In addition, Teradata will draw upon Aprimo’s 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 and offer compelling business value for our customers.”

“Aprimo and Teradata are both laser focused on customer success, core business values that forge together our experience and commitment to help marketers revolutionise marketing and achieve their vision of integrated marketing management,” said Bill Godfrey, Chief Executive Officer, 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.”