In Brief: Teradata buys marketing management vendor Aprimo
In Brief - Teradata finished 2010 with an acquisition by snapping up privately owned Aprimo, a provider of marketing management software, for $525 million in cash. The acquisition demonstrates Teradata's desire to broaden its analytic application capabilities, whilst also being able to complement and enhance its market leading (and mature) enterprise data warehousing (EDW) platform.
- Teradata snags a leading pure-play marketing automation vendor
- Acquisition provides opportunities to expand addressable customer base
- The Teradata acquisition, together with other recent market activity, provides evidence of the growing focus and attention vendors are paying to the role of the CMO.