Analytics meets marketing

Teradata has signed an a definitive agreement to acquire Aprimo for $525 million including the assumption of approximately $25 million of cash at closing, subject to adjustment. The deal unites business analytics with integrated marketing solutions to enable corporations to improve and optimize marketing performance with data-driven insights. In addition, Teradata will draw upon Aprimo’s expertise in the cloud and software as a service (SaaS) functionality.

Aprimo delivers a comprehensive suite of integrated marketing applications to more than 150,000 professionals worldwide, and more than 36 percent of the Fortune 100 relies upon Aprimo for Integrated Marketing Management solutions. Aprimo’s offerings are a new addition to Teradata’s business analytics portfolio.