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Posted by Suresh Vittal on December 22, 2010
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:
As with most acquisitions in this space, the picture is nowhere near complete and how the combined entity executes will determine if this tale will have a happy ending. We’ll get more information after the transaction closes, per standard operating procedure for a deal of this nature. What are your impressions, and how do you think this will play out in the long term?
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