Data warehousing and business analytics company, Teradata Corporation (NYSE: TDC), will acquire cloud-based integrated marketing software provider, Aprimo , a global leader in cloud-based integrated marketing software for approximately $US525 million.
The amount also includes the assumption of approximately $US25 million of cash at closing, subject to adjustment.
The two combined companies will put together business analytics with integrated marketing solutions to enable corporations to improve and optimise marketing performance with data-driven insights.
In addition, Teradata will draw upon Aprimo’s expertise in cloud and Software-as-a-Service (SaaS) functionality.
“The combination will broaden our addressable customer base and fuel marketing innovation for our customers. Together, Teradata and Aprimo will drive the future of Integrated Marketing Management and offer compelling business value for our customers,” president and CEO of Teradata, Mike Koehler, said in a statement.
Aprimo will be integrated into Teradata’s operations and will continue to market its products and services under the name Aprimo. Once the acquisition is complete, Aprimo will support the strategy of Teradata’s analytic and applications business, including development, marketing, sales, and services going forward.
The completion of the transaction, which is subject to applicable regulatory clearances and other customary closing conditions, is expected to occur in the first quarter, 2011.
“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,” Aprimo CEO, Bill Godfrey, said.