Teradata Acquires Cloud-Service Marketer eCircle

By Chris Preimesberger  |  Posted 2012-05-02 Print this article Print

Teradata will combine its analytics with the Aprimo integrated marketing management to work hand-in-hand with eCircle's digital messaging solution to create a new suite of marketing software and services.

Enterprise analytics and data center software maker Teradata (NYSE:TDC) May 2 said it is acquiring Munich-based eCircle, a regional provider of cloud-based digital marketing services.

Financial details of the transaction were not released.

Teradata said it will combine its analytics with its Aprimo integrated marketing management to work hand-in-hand with eCircle's digital messaging solution to create a new suite of marketing software and services.

This new package will enable marketers worldwide "to create integrated customer experiences across online and offline channels that leverage Big Data insights to grow existing customers, attract new customers and increase revenues," Teradata EMEA President Hermann Wimmer said.

Components of the combined Teradata, Aprimo and eCircle offering will include:

  • integrated marketing management that provides access to all marketing applications from the cloud -- including digital, campaign and operational;
  • the ability to easily create targeted, personalized digital campaigns in compliance with security and privacy regulations;
  • a digital messaging platform for social, mobile, Web and email that can scale to support hundreds of billions of messages a year;
  • multichannel data management, advanced segmentation and optimization;
  • access to digital marketing services such as messaging, content creation, best practices and lead generation delivered by Aprimo digital marketing experts;
  • big data analytics from Teradata and Teradata Aster that turns content from social, mobile, Web and email channels into actionable insights; and
  • unified reporting.
Digital marketers will also have the option to use the eCircle solution as a stand-alone offering, Teradata said.

The completion of the transaction, which is subject to applicable regulatory clearances and other customary closing conditions, is expected to occur in the second quarter of 2012, Teradata said. eCircle will be integrated into Aprimo yet maintain its current business operations and continue to fully support its customer base once the acquisition is complete.

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 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

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