Teradata
Aprimo

Teradata Buys Marketing Automation Software Company Aprimo For $525M

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Teradata is to acquire Aprimo, a cloud-based integrated marketing software maker, for approximately $525 million including the assumption of roughly $25 million of cash at closing.

Aprimo delivers a suite of integrated marketing applications to more than 150,000 professionals worldwide, and says more than 36 percent of the Fortune 100 relies on its solutions for integrated marketing management.

Teradata is buying the company to expand its business analytics portfolio and increase its capabilities of delivering integrated marketing management solutions to its clients and help them improve and optimize marketing performance with data-driven insights.

Aprimo will be effectively folded into Teradata’s operations but 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.

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