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Teradata Acquires Aprimo – The End Of MRM?

by Naresh Sarwan on December 22, 2010

Enterprise data warehousing vendor, Teradata is to acquire the MRM (Marketing Resource Management) vendor, Aprimo for $525m in a privately arranged sale.  The move is thought to be in response to IBM’s acquisition of Unica in October this year:

Aprimo and Teradata are both laser focused on customer success, core business values that forge together our experience and commitment to help marketers revolutionize marketing and achieve their vision of integrated marketing management,” said Bill Godfrey, chief executive officer at Aprimo. “We believe our combined value proposition, Teradata’s powerful business analytics and Aprimo’s cloud-based Integrated Marketing Software come at a time when marketers are consolidating and integrating their marketing teams and systems while demanding more strategic analytics and intelligence. This is great news for our present and future customers.” [Read More]

Aprimo were considering an IPO in early 2008 which they subsequently withdrew from because of the volatile state of the equities market (or at least that’s what they claimed).  The trend towards consolidation in the MRM sector is noteworthy because the opposite seems to be the case in the Digital Asset Management market (at present at least) however, both Aprimo and Unica have made more of their web analytics offerings in recent years as DAM systems have continued to expand in scope and number.  One does have to wonder if this marks the decline of MRM as solution category and whether the remains will be divided between DAM, Print On Demand, Email Marketing and Web Analytics?

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