By Mark Dexter
4th May 2012

Teradata announced an agreement to buy cloud marketing integration provider eCircle, as a move to expand its European presence and step up integrated marketing capabilities of a previous acquisition, Aprimo.

eCircle specializes in on-demand, customized digital messaging solutions for marketing teams digging through large and unstructured data sets. Messaging and integration capabilities from eCircle will be combined with Aprimo’s Integrated Marketing Management strategy and backed by Teradata’s analytics and data warehousing functionality. In addition, Teradata said in a release on the deal announced Wednesday that acquiring Munich, Germany-based eCircle “more than triples” Aprimo’s European marketing applications team.

Ari Osur, Forrester Research principal analyst, said in a release on the deal that the transaction is partly a response to enterprise expectations of customer-centered integrated messaging.

“Direct messaging options have proliferated for marketers, expanding from traditional mail and telemarketing to now include a myriad of digital channels like email, social media, SMS and mobile app push notifications,” Osur said. “But while digital messaging has converged on consumer devices, most interactive marketers are still stuck in a siloed, channel-based approach to messaging.”

Financial terms were not disclosed, and Teradata anticipates it to close in the second quarter of 2012. Founded in 1999, eCircle and its executive leadership will be integrated into the Aprimo division, though it will maintain its current operations and availability as a standalone solution.

Read the full article at source - Information Management

Comments

Currently there are no comments. Be the first to post one!

Post Comment

*
*
*

How can you build a positive office environment?

The environment within an office is very important, it can set the mood and can be the difference between happy, productive employees and those that are not. As Richard Branson once said, “clients don’t come first employees come first, if... Read More

My IP Expo diary

Last week I attended the IP Expo in London, it was my first time attending a conference on this scale and I was excited to go on behalf of KDR. The IP Expo was focused on how data analytics, the... Read More

How social recruiting can benefit you

Whether you are a recruiter or a candidate, social recruiting will have some impact on you. At KDR we use social recruiting as one of our main tools to attract and find the perfect candidates through LinkedIn searching.  Using social... Read More

Can big data make a movie?

Big data is everywhere it’s driving most businesses and industries to make decisions, it can give an indication of the what the customer wants, how well a product is doing and consumer habits. With social media use on the rise... Read More

Where should we send our newsletter?

Close