Teradata buys Israeli mobile marketing firm Appoxee

Teradata plans to use Appoxee's portfolio to bolster its Integrated Marketing Cloud and fuel growth its overall growth in the digital marketing space.

Teradata on Tuesday announced that it has acquired the Israeli app marketing platform Appoxee.

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Via Appoxee

Financial terms of the deal were not immediately disclosed, but some reports put the price tag somewhere in the range of $20 to $25 million.

Founded in 2010, Appoxee makes tools for app developers designed to help with user retention, utilizing methods such as push notifications and personalized messages to draw app users back in. It also offers analytics to monitor growth in app usage.

Teradata plans to use Appoxee's portfolio to bolster its Integrated Marketing Cloud and fuel growth its overall growth in the digital marketing space.

"By adding Appoxee's leading mobile marketing solutions, we're further helping our customers use data to know more about their customers' true preferences, and do more to realize the benefits of individualized data-driven marketing," Darryl McDonald, president of Teradata Marketing Applications, said in a statement.

According to a news release from Teradata, the acquisition closed in December, on the same day the company announced that it had purchased RainStor, makers of a data archiving application for Hadoop.

That means Teradata has acquired five companies in the last six months. The data warehousing provider purchased Hadapt and Revelytix last July, integrating their Hadoop technologies into Teradata Labs, its research and development arm.

Then last September, Teradata picked up Think Big Analytics, a Silicon Valley-based consulting firm focused primarily on Hadoop, and integrated it with its own big data consulting outfit in the Americas.

It appears that with the Appoxee deal, Teradata is looking not only to add muscle to its mobile offerings, but also expand its presence in Israel, a country that is becoming more well known for its tech startups and engineering talent.

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