Teradata to Acquire eCircle

Teradata, the analytic data solutions company, and Aprimo, a Teradata company specialized in Integrated Marketing Management software, announced the signing of a definitive agreement to acquire Munich-based eCircle, European leader in cloud-based digital marketing.

With the acquisition, the three companies hope to combine Teradata’s analytical capabilities, Aprimo’s Integrated Marketing Management, and eCircle’s digital messaging solution. This 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. The addition of eCircle more than triples Aprimo’s European team, expertise and reach in all major European countries, creating the largest marketing applications provider in Europe and enabling the delivery of eCircle solutions globally.

Volker Wiever, CEO of eCircle, said:

By joining forces with Teradata and Aprimo, we’ll be able to bring even more innovation to our digital marketing products, enabling our customers to deliver a superior user experience across channels while reducing campaign turnaround times, and making the whole marketing workflow more efficient.

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 compliant with security and privacy regulations
  • A digital messaging platform for social, mobile, web and email
  • 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
  • Unified reporting.

eCircle will also be available as a standalone solution.

The completion of the transaction, which is subject to applicable regulatory clearances and other customary closing conditions, is expected to occur in the second quarter of 2012. eCircle will be integrated into Aprimo maintaining its current business operations and fully supporting its customer base, once the acquisition is complete.

Bob Boehnlein, president of Aprimo, commented:

Digital Marketing is a critical revenue driver for today’s marketers, and Aprimo’s customers tell us they want us to weave the multi-channel experience together so they can finally achieve the true promise of integrated marketing. This acquisition positions Aprimo to deliver an enterprise class integrated marketing management solution that will enable our customers to innovate and push the boundaries of their marketing.


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