Teradata Completes Acquisition of eCircle

MUNICH -- Teradata (NYSE: TDC), the leading analytic data solutions company, and Aprimo, a Teradata company and the leader in Integrated Marketing Management software and services, today announced that the acquisition of Munich-based eCircle, the European leader in digital marketing, is complete.

The combination of Teradata’s data warehousing and analytical capabilities, Aprimo’s Integrated Marketing Management solutions and eCircle’s digital messaging platform and services will enable marketers worldwide to create more compelling customer experiences across the plethora of online and offline channels. According to Forrester, over 45 percent of big data implementations are for marketing. Forrester also estimates the social media, email and mobile marketing market to be a $6 billion business opportunity today, growing to $16 billion by 2016. The combination further establishes Aprimo as a global leader in cloud-based digital marketing. It also creates a new generation of integrated solutions that will empower the marketing of businesses worldwide, and makes Aprimo the largest marketing applications provider in Europe.

Rob Brosnan, senior research associate with Forrester, sized up the customer benefit of Teradata’s acquisition of eCircle this way: “Through the acquisition of Aster Data, Teradata moved to beef up its presence in analytics for large-scale data sets, such as log files, clickstream, and sensor data. eCircle’s platform is built on a similar (Hadoop-based) platform, allowing marketers to co-mingle and analyze customer records, campaign data, online behavioral interactions, and more.”

Teradata (NYSE: TDC)