PE launches digital giant Mapp with Teradata deal

The private equity company which bought Teradata’s marketing cloud operations has launched a new business, Mapp Digital, which counts leading brands such as Puma, PepsiCo and KFC among its global client base.
Marlin Equity Partners has created the business by merging Teradata’s marketing divisions – including eCircle, Appoxee and digital agency Ozone – with BlueHornet, an email marketing company it has owned since the end of 2015.
Teradata first revealed plans to pull out of the marketing software market to concentrate on data and analytics in November last year. Marlin sealed the acquisition in July.
Mapp Digital already claims to be one of the largest independent digital marketing technology companies in the world and insists its customer centric services will allow marketers to optimise messaging across email, social, mobile push and web marketing while leveraging its underlying data management platform.
The company’s global headquarters is in San Diego with European operations based in Munich and additional centres in London, Paris, Manila, Milan, Madrid, Amsterdam, Eindhoven, Copenhagen, Tel Aviv, Krakow, San Francisco and Raleigh.
The company’s 3,000 customers also include PacSun, Thomas Cook, Deutsche Telekom, Bon Prix, Cnet, Xerox, TUIfly, Lloyds Banking Group, TSB Bank, and Deutsche Bank.
Mapp Digital chief executive Michael Biwer, who was previously boss of BlueHornet, said: “Mapp is about helping marketers define a meaningful and quantifiable destination and a clear path to get there. We want to help our customers reach their goals by providing the most design-driven technology, built for marketers, and supported by our global team of passionate, in-house experts.
“We’re already working on plans to unify our technology into a comprehensive customer engagement platform that will enable our B2B and B2C clients to get to know their customers better over time, from their first contact to loyalty programme participation.
“Mapp is also pushing forward in developing new marketing functionality that marketers demand – such as predictive analytics and strategic reporting.”