Teradata is adding marketing management packages to its business analytics-based applications portfolio by acquiring Aprimo for $525m.
The data warehouse vendor is hoping to cash in on an integrated marketing management sector that it estimates is currently worth $5bn. Aprimo's Software-as-a-Service and on-premise software suite is currently employed by more than 150,000 users worldwide and will continue to be sold under its own brand name, although the company itself will be integrated into Teradata's operations.
Darryl McDonald, Teradata's executive vice president of business development and marketing, said that the aim of the purchase was to enable customers to both optimise their marketing activities across all digital channels using data-driven insights and "draw upon" Aprimo's knowledge of the SaaS market.
"Through our industry-leading marketing applications and analytics, companies will be able to leverage and capitalise on the proliferation of channels and the growing importance of managing and leveraging big data," he added.
The offerings will add to the firm's existing portfolio of CRM, financial, tax and revenue management, demand planning and supply chain management and logistics analytics-based applications.
Bill Godfrey, Aprimo's chief executive, said: "We believe our combined value proposition, Teradata's powerful business analytics and Aprimo's Cloud-based integrated marketing software, come at a time when marketers are consolidating and integrating their marketing teams and systems while demanding more strategic analytics and intelligence."
The transaction is expected to close in the first quarter and to be slightly accretive to Teradata's non-GAAP earnings per share in the first year.