Teradata buying marketing vendor Aprimo for $525M

Teradata is planning to buy integrated marketing software vendor Aprimo for US$525 million. The transaction is expected to close in the first quarter of next year.

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Teradata is planning to buy integrated marketing software vendor Aprimo for US$525 million, the company announced Wednesday. The transaction is expected to close in the first quarter of next year.

Aprimo sells a range of SaaS (software as a service) products that cater to both business-to-business and business-to-consumer marketing.

Teradata plans to combine Aprimo's technology with its own analytics and data warehousing products, enabling customers to run more marketing campaigns faster and more effectively over multiple channels, the company said.

The announcement follows IBM's acquisition of Aprimo competitor Unica earlier this year. Companies such as SAS Institute and Alterian also offer similar software.

Teradata officials are planning to discuss the pending acquisition further during a conference call Wednesday.


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