Analytics technology provider Teradata has bought Cloud digital marketing firm eCircle for an undisclosed sum.
The move will see the firm integrate eCircle’s digital messaging tools with its Aprimo Integrated Marketing Management offering.
Teradata said the move will bring “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 leverage the eCircle solution as a standalone offering.
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.
According to McKinsey , the world’s data is doubling every two years and digital campaigns are the source of some of the largest and most complex big data sets used by marketers.
The addition of eCircle will further enhance and expand Teradata’s overall big data market opportunity.
According to Forrester , over 45 percent of surveyed clients’ big data initiatives address marketing.
Forrester also estimates the social media, email and mobile marketing market to be a $6 billion market opportunity today, growing to $16 billion by 2016.
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, personalised 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 optimisation,
• 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.
Once the acquisition closes, eCircle’s current senior leadership team will join Aprimo and continue to serve key leadership roles.
eCircle’s Chief Executive Officer, Volker Wiewer, will be joining both the Teradata EMEA Leadership team and the Aprimo Leadership Team as vice president of Aprimo EMEA. In this role, he will report to Hermann Wimmer, president of Teradata EMEA and Bob Boehnlein, president of Aprimo.
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.
“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,” said Volker Wiewer, chief executive officer, eCircle.
www.aprimo.com
www.eCircle.com