Teradata said on Wednesday that it will acquire marketing software company Aprimo for $525m.
With the $525m (£340m) move, Teradata is looking to meld its analytics technology and cloud-based marketing performance applications. Teradata also plans to us Aprimo's knowledge of software-as-a-service to broaden its product portfolio.
In a statement, Teradata said the combination of its data warehousing and analytics products with Aprimo's marketing software will allow customers to streamline marketing efforts and branding. Aprimo's software covers everything from brand and campaign management to email marketing, leads and performance analysis.
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