Teradata Buys Aprimo for $525 Million: More Marketing Automation Consolidation To Come
Customer Experience Matrix
DECEMBER 22, 2010
Summary: Teradata's acquisition of Aprimo takes the largest remaining independent marketing automation vendor off the market. The market will probably split between enterprise-wide suites and more limited marketing automation systems. Teradata announced today that is acquiring marketing automation vendor Aprimo for a very hefty $525 million – even more than the $480 million that IBM paid for somewhat larger Unica in August.
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