Teradata announced today that it was entering into an agreement to acquire Aprimo, a privately held enterprise marketing platform company, with a strong focus on Campaign Management and Marketing Resource Management (MRM). Coming on the heels of the acquisition binge by IBM who acquired Unica, Coremetrics, and a bunch of other analytics and data management companies, we can safely say that marketing automation and campaign management solutions are up for grabs.
I was briefed by Teradata and Aprimo executives on the rationale for the acquisition. They expect the deal, valued at US$525 million, to close in Q1 2011. Now this is an even greater premium than IBM paid for Unica. So besides this being a very happy holiday season for Aprimo executives and the board, what does this mean for marketers, CI professionals, and competitors? Here’s my take on the deal:
Signals Teradata’s seriousness about the application business. Clearly all the data that drives Teradata's revenue isn’t enough. This acquisition signals a belief that Teradata views the business application space as critical to drive the utilization of the enterprise data warehouse. The fact that Aprimo has a strong on-demand marketing software business isn’t lost on Teradata either.
Strong complementary fit. In my experience covering this market and helping CI professionals select marketing technology, I rarely see Aprimo and Teradata compete in the same deal. Aprimo is always a better fit in B2B, mid-enterprise, or process management focused deals while Teradata TRM is a better fit in high-volume, retail-centric, or analytical campaign management propositions. So the coming together of these companies means strengthening the other’s weakness. In addition, they share some marquee clients like Walmart and Dell, which always helps.
Commerce organizations are drowning in content. Their catalogs and sites have grown, the sources of the product content propagated, and site versions divide and multiply across geography, microsites, and brands. Marketing and merchandising content has similarly amplified as this content supports cross-channel, search, email, and social marketing campaigns. Targeting, testing, and personalization all contribute to the explosion of content and content coordination challenges.
Types Of eCommerce Content And Their Purposes Vary Widely