Teradata (NYSE:TDC) has inked a deal to buy Aprimo, a maker of cloud-based integrated marketing software company, for $525 million, including the assumption of $25 million of cash.
The combined company is expected to bring business analytics and integrated marketing solutions together to enable corporations to improve and optimize marketing performance with data-driven insights, Teradata said in a statement.
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Teradata CEO Mike Koehler said the deal positions Teradata as a leader in integrated marketing management, marketing resource management, and multi-channel campaign management, providing customers an end-to-end solution available in SaaS and on-premise environments. The new division will be added to its business analytics portfolio.
“The combination will broaden our addressable customer base and fuel marketing innovation for our customers,” he said.
The $5 billion integrated marketing management sector is emerging as a critical focus for businesses, the company said, becoming one of the largest areas of investment for many companies.
Aprimo delivers the integrated marketing applications to more than 150,000 professionals worldwide and more than 36% of Fortune 100 companies.
Teradata said the end result of the acquisition will be for the chief marketing officer and related teams to run a marketing organization that delivers “real-time strategic insights to positively impact business growth.”
The transaction is expected to close, pending regulatory approvals and other customary closing conditions, in the first-quarter of 1011.