Teradata acquires cloud-based software firm Aprimo for $525 million

In a strategic move, leading US data warehousing company Teradata agreed yesterday to acquire privately held marketing software firm Aprimo for approximately $525 million, bringing together business analytics and integrated marketing solutions for business enterprises under one platform.

The transaction value of $525 million includes the assumption of approximately $25 million of cash at closing, subject to adjustment, the company said in a statement.

Ohio-based Teradata is a leading provider of data warehouses for analytics and market intelligence purposes. The company's product groups include Teradata Database, Teradata Platform Family, and Teradata Enterprise Analytics Cloud, serving diverse businesses of all sizes covering retail, manufacturing, communications, and financial services,etc.

The company employs around 6,600 people and its annual revenue is around $1.8 billion.

Indianapolis-based Aprimo is a global provider of cloud-based marketing software and services. Its integrated software products include Aprimo Marketing Studio for B2C, Aprimo Marketing Studio for B2B, which enable marketers to control budget, and expenses, streamline workflows, and execute innovative multi-channel campaigns to drive the company's performance.

Aprimo's applications are delivered to over 150,000 professionals worldwide, and more than 36 per cent of the Fortune 100 companies rely on its marketing solutions.