Teradata and Aprimo, a Teradata company that provides integrated marketing management software, have signed of a definitive agreement to acquire Munich-based eCircle, a European provider of cloud-based digital marketing software. The transaction is expected to occur in the second quarter of 2012.
The companies say that the combination of Teradata's analytical capabilities, Aprimo's integrated marketing management, and eCircle's digital messaging solution will enable marketers to create integrated customer experiences across online and offline channels that leverage big data insights to grow existing customers, attract new customers, and increase revenues. Digital marketers will also have the option to use the eCircle solution as a standalone offering. According to Teradata, the addition of eCircle more than triples Aprimo's European team, expertise and reach in all major European countries, and enables the delivery of eCircle solutions globally.
"Integrated marketing applications are strategic to our customers and to our business," said Hermann Wimmer, president of Teradata EMEA, in a statement released as part of the announcement. "This investment in eCircle's leading digital marketing technology which will significantly enhance our consulting expertise and expand our applications team, will move us to being the largest marketing applications provider in Europe."
Components of the combined Teradata, Aprimo, and eCircle offering will include:
- An Integrated Marketing Management solution that provides access to all marketing applications from the cloud - including digital, campaign and operational - thus enabling faster time to market, higher ease of use, and less IT complexity;
- Ability to easily create targeted, personalized digital campaigns that are among the world's most robust in their compliance with security and privacy regulations;
- A digital messaging platform for social, mobile, web and email that can scale to support hundreds of billions of messages a year;
- Multi-channel data management, advanced segmentation and optimization,
- Access to digital marketing services such as messaging, content creation, best practices and lead generation delivered by Aprimo digital marketing experts;
- Big Data analytics from Teradata and Teradata Aster that turns content from social, mobile, web and email channels into actionable insights; and,
- Unified reporting.
eCircle will be integrated into Aprimo maintaining its current business operations and fully supporting its customer base, once the acquisition is complete.
More information about Teradata, Aprimo, and eCircle is available from each company's website