Data Warehouser Teradata Buys Cloud Marketer Aprimo for $525M

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.