Analytic systems company Teradata and its marketing management software subsidiary Aprimo are acquiring Munich-based eCircle, a specialist in cloud-based digital marketing.
By combining eCircle's digital messaging system with Aprimo's offering, Teradata says it will enable digital marketers worldwide to manage integrated campaigns across online and offline channels, including mobile, email and social media.
"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," said Teradata. Aprimo was acquired by Teradata in 2010.
With the acquisition, Teradata says it wants to help digital marketers more easily access and manage customer information currently locked in large databases covering specific marketing channels.
The overall goal is to provide a set of capabilities that allow companies to deliver marketing messages to consumers, monitor social channels for customer sentiment, and bring related data into a central warehouse for analysis.
The acquisition is expected to be completed in the second quarter of this year, and eCircle will be integrated into Aprimo, maintaining its current business operations and supporting its existing customer base.
"Integrated marketing applications are strategic to our customers and to our business," said Hermann Wimmer, president of Teradata EMEA. "This investment in eCircle's digital marketing technology will significantly enhance our consulting expertise and expand our applications team."
The value of the acquisition has not been disclosed.
Separately, Gibraltar-based online gaming company Bwin.party is set to roll out a new high-performance enterprise data warehouse system to bolster its marketing activities.
The company selected Teradata to supply an integrated data warehousing platform to support its different customer channels in order to create a single customer view.