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Teradata And Aprimo To Acquire Digital Marketing Provider eCircle

, a provider of analytic data solutions, and Aprimo, a Teradata company and provider of Integrated Marketing Management software, recently announced an agreement to acquire Munich-based eCircle, a provider of cloud-based digital marketing services.

The transaction, which is subject to applicable regulatory clearances and other customary closing conditions, is expected to close in Q2 2012. eCircle will be integrated into Aprimo, while maintaining its current business operations and fully supporting its customer base, once the acquisition is complete.

The combination of eCircle’s digital marketing applications — coupled with Aprimo’s Integrated Marketing Management strategy — will focus on enabling marketers to deliver highly targeted, consistent and personalized campaigns that are integrated across all channels. Additionally, users can leverage Teradata Aster’s big data analytics from any data type and Teradata’s data warehousing for deep customer insights.

Digital marketers also will have the option to use the eCircle solution as a standalone offering.

“The key [to leveraging Big Data] is to analyze the huge amounts of data that now exist, not just from purchases, but from sources you might not think about: Individual Facebook posts, automotive computers, etc. to drive brand awareness whenever and wherever your customers and prospects are,” noted John Sawyer, Director, Global Corporate Communications, Aprimo. “These applications work just as well — if not better — with the wealth of data in B2B as they do in B2C. Aprimo and eCircle will work with Teradata Aster to help clients truly understand their customers and implement highly-targeted and personalized campaigns that reflect that understanding.”

The addition of eCircle will triple Aprimo’s European team to more than 450 personnel. Aprimo and eCircle currently work with a variety of brands, including Merrill Lynch, Warner Bros., International Speedway Corporation, Bank of America, Lending Tree, Samsung, The British Museum, The Football Association and Virgin Limited Edition.

When the deal closes, eCircle’s current senior leadership team will join Aprimo and continue to serve key leadership roles. eCircle CEO Volker Wiewer will join both the Teradata EMEA Leadership team and the Aprimo Leadership Team as VP of Aprimo EMEA. In this role, he will report to Hermann Wimmer, President of Teradata EMEA, and Bob Boehnlein, President of Aprimo.