Data Warehouser Teradata Buys Cloud Marketer Aprimo for $525M
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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 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 Salesforce.com 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 DevX.com 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
