Data Warehouser Teradata Buys Cloud Marketer Aprimo for $525M

By Chris Preimesberger  |  Posted 2010-12-22 Print this article Print

Aprimo's software controls budgeting, provides custom workflows to integrate internal data silos and deploys multichannel marketing campaigns.

Teradata, the world's largest independent data warehouse provider, revealed Dec. 22 that it intends to acquire Aprimo, which makes marketing support software, for $525 million in cash.

Aprimo, founded in 1998 and based in Indianapolis, has a client base of more than 150,000 professionals worldwide, which includes customers employed at 36 of the Fortune 100 companies.

Its software and services control budgeting, provide custom workflows to integrate internal data silos and deploy multichannel marketing campaigns that can be measured for effectiveness.

Aprimo's software is available through a hosted cloud service or via on-premises, server-based deployment.

"[This acquisition will] provide customers with an end-to-end solution available in SAAS [software-as-a-service] and on-premise environments," Teradata President and CEO Mike Koehler said. "In addition, the combination will broaden our addressable customer base and fuel marketing innovation for our customers."

With the addition of Aprimo's IP, Atlanta-based Teradata will augment its frontline data warehousing and business analytics businesses with the cloud-based, near-turnkey marketing support service option for its customers.

Aprimo will be integrated directly into Teradata's operations and will continue to market its products and services under the name Aprimo. Once the acquisition is complete, Aprimo will support the strategy of Teradata's analytic and applications business, including development, marketing, sales and services.

Bill Godfrey, chief executive officer at Aprimo, will remain with Teradata in an undetermined executive position.

Chris Preimesberger Chris Preimesberger was named Editor-in-Chief of Features & Analysis at eWEEK in November 2011. Previously he served eWEEK as Senior Writer, covering a range of IT sectors that include data center systems, cloud computing, storage, virtualization, green IT, e-discovery and IT governance. His blog, Storage Station, is considered a go-to information source. Chris won a national Folio Award for magazine writing in November 2011 for a cover story on and CEO-founder Marc Benioff, and he has served as a judge for the SIIA Codie Awards since 2005. In previous IT journalism, Chris was a founding editor of both IT Manager's Journal and and was managing editor of Software Development magazine. His diverse resume also includes: sportswriter for the Los Angeles Daily News, covering NCAA and NBA basketball, television critic for the Palo Alto Times Tribune, and Sports Information Director at Stanford University. He has served as a correspondent for The Associated Press, covering Stanford and NCAA tournament basketball, since 1983. He has covered a number of major events, including the 1984 Democratic National Convention, a Presidential press conference at the White House in 1993, the Emmy Awards (three times), two Rose Bowls, the Fiesta Bowl, several NCAA men's and women's basketball tournaments, a Formula One Grand Prix auto race, a heavyweight boxing championship bout (Ali vs. Spinks, 1978), and the 1985 Super Bowl. A 1975 graduate of Pepperdine University in Malibu, Calif., Chris has won more than a dozen regional and national awards for his work. He and his wife, Rebecca, have four children and reside in Redwood City, Calif.Follow on Twitter: editingwhiz

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