Will Scully-Power


Teradata Buys Aprimo for $525 Million
December 23, 2010, 2:23 am
Filed under: #mktgcloud, Datarati, Marketing Automation, Marketing Cloud | Tags: ,

Summary: Teradata’s acquisition of Aprimo takes the largest remaining independent marketing automation vendor off the market. The market will probably split between enterprise-wide suites and more limited marketing automation systems.

Teradata announced today that is acquiring marketing automation vendorAprimo for a very hefty $525 million – even more than the $480 million thatIBM paid for somewhat larger Unica in August.

Given the previous Unica deal. other recent marketing system acquisitions, and wide knowledge that Aprimo was eager to sell, no one is particularly surprised by this transaction. Teradata is a logical buyer, having a complementary campaign management system but lacking Aprimo’s marketing resource management, cloud-based technology and strong B2B client base (although Aprimo has stressed to me more than once that 60% of their revenue is from B2C clients).

Full Story: http://customerexperiencematrix.blogspot.com/2010/12/teradata-buys-aprimo-for-525-million.html

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