Former Teradata group Aprimo secures Azure deal

Aprimo, the second company formed by the private equity company which bought Teradata’s marketing operations, has sealed its first major deal which will see its services available on the Microsoft Azure cloud platform.
Marlin Equity Partners bought Teradata’s marketing operations in July and then split it into two businesses.
Mapp Digital was formed by merging Teradata’s divisions – including eCircle, Appoxee and digital agency Ozone – with BlueHornet, an email marketing company Marlin had owned since the end of 2015.
The Aprimo brand was resurrected in the summer; having been one of the first marketing management platforms acquired by Teradata in 2010. It clients include Kraft Heinz, Dell, Standard Life and AstraZeneca.
Perhaps unsurprisingly, both Aprimo and Microsoft are bigging up the deal, which was revealed at the US DMA Fair in Los Angeles. They claim that large and mid-market companies will now be able to work smarter to be more creative, plan better marketing campaigns, and get them to market faster.
Aprimo chief executive John Stammen said: “Aprimo is not only back, but back in a big and better way. As an organisation, the new Aprimo is entirely focused on freeing marketers to create smarter marketing and to do it better and faster than their competition.
“Through this global alignment with Microsoft Azure our customers get the marketing operations solutions they know and love, on demand, anywhere and everywhere, along with seamless updates, world-class data security, and global scalability.”
Marlin is obviously more confident it can turn round the former Teradata operations; Teradata revealed it was pulling out of the market in November last year to focus solely on building its data and analytics unit.