Analytics technology provider Teradata has bought Cloud digital marketing firm eCircle for an undisclosed sum.
Originally announced in May this year, the confirmed deal 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 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.
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 analyse customer records, campaign data, online behavioural interactions, and more.”
Organisationally, eCircle will be integrated into Aprimo, and maintain its current business operations to fully support its existing customer base. eCircle’s current senior leadership team will join Aprimo and continue to serve key leadership roles.
The company plans to deploy eCircle globally to serve the growing worldwide demand for digital marketing solutions.
“Teradata has seen tremendous growth over the last few years, and with the addition of eCircle we will continue to lead the market in analytic data solutions and in marketing business applications,” said Hermann Wimmer, president Europe, Middle East and Africa. “We are also convinced that with the additional consulting expertise of the eCircle team we will be able to better serve our customers.”
“We looked around the world to find the best company in digital messaging, with the greatest respect for data privacy and the highest compliance standards, and which was the best fit with our vision, culture and values. We found it in eCircle, the digital marketing leader of all Europe, and we welcome them to the Teradata/Aprimo team,” said Bob Boehnlein, president of Aprimo. “The addition of eCircle increases Aprimo’s European presence more than three-fold, and gives us expertise and market presence in all major European countries, creating the largest marketing applications provider in Europe and enabling delivery of Aprimo’s solutions globally.”