Teradata eyes marketers with eCircle

Analytics giant Teradata is expanding away from targeting only data geeks to woo marketing chiefs with the purchase of email and digital firm eCircle, creating what it claims is the “largest marketing solutions provider in Europe”.
With its head office in Ohio, and operations around the world, the company’s main rivals to date have been IBM and Oracle, targeting data and IT professionals by offering warehousing and analytics solutions to major companies.
In 2010, it acquired marketing management software company Aprimo, but the eCircle deal signals an expansion into the integrated brand communications market.
Teradata claims that the acquisition, for an undisclosed sum, “will enable marketers worldwide to create integrated customer experiences across online and offline channels that leverage Big Data insights to grow existing customers, attract new customers, and increase revenues”.
The platform will be integrated into Aprimo, although eCircle will continue to be available as a standalone solution for marketers.
The addition of eCircle more than triples Aprimo’s European team, and reach in all major European countries, and enables eCircle to expand globally.
Volker Wiewer, chief executive of eCircle, will join the EMEA leadership team for Teradata, and the leadership team for Aprimo as vice president of Aprimo EMEA, where he will report to Hermann Wimmer, president of Teradata EMEA and Bob Boehnlein, president of Aprimo.
Wimmer commented: “Integrated marketing applications are strategic to our customers and to our business. This investment in eCircle’s leading digital marketing technology which will significantly enhance our consulting expertise and expand our applications team, will move us to being the largest marketing applications provider in Europe. I am thrilled to welcome the eCircle team in joining forces with Aprimo’s integrated marketing business and Teradata’s analytical capabilities to deliver a best in class marketing solutions to our customers.”
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