format_quote Press Release

Teradata Completes Acquisition of eCircle

June 4, 2012 | MUNICH, Germany

Teradata’s Big Data Analytics and Aprimo’s Integrated Marketing Management together with eCircle to transform market for Cloud-Based Digital Marketing Solutions via social, mobile, web and e-mail

Teradata (NYSE: TDC), the leading analytic data solutions company, and Aprimo, a Teradata company and the leader in Integrated Marketing Management software and services, today announced that the acquisition of Munich-based eCircle, the European leader in digital marketing, is complete.

The combination of Teradata’s data warehousing and analytical capabilities, Aprimo’s Integrated Marketing Management solutions and eCircle’s digital messaging platform and services will enable marketers worldwide to create more compelling customer experiences across the plethora of online and offline channels. According to Forrester (1), over 45 percent of big data implementations are for marketing. Forrester (2) also estimates the social media, email and mobile marketing market to be a $6 billion business opportunity today, growing to $16 billion by 2016. The combination further establishes Aprimo as a global leader in cloud-based digital marketing. It also creates a new generation of integrated solutions that will empower the marketing of businesses worldwide, and makes Aprimo the largest marketing applications provider in Europe.
eCircle’s digital marketing solutions, when combined with Aprimo’s Integrated Marketing Management applications, will enable marketers to deliver highly targeted, consistent and personalized digital marketing campaigns that are integrated across all channels. Customers can further benefit from Teradata Aster’s big data analytics and Teradata’s powerful data warehousing for deeper customer engagement. This combination gives businesses a competitive edge in a world where data is exploding and marketing itself is changing, serving as a blueprint for creating optimal customer experiences. 
Rob Brosnan, senior research associate with Forrester, sized up the customer benefit of Teradata’s acquisition of eCircle this way: “Through the acquisition of Aster Data, Teradata moved to beef up its presence in analytics for large-scale data sets, such as log files, clickstream, and sensor data. eCircle’s platform is built on a similar (Hadoop-based) platform, allowing marketers to co-mingle and analyze customer records, campaign data, online behavioral interactions, and more.”
Organizationally, eCircle will be integrated into Aprimo, and maintain its current business operations to fully support its existing customer base. eCircle’s current senior leadership team will join Aprimo and continue to serve key leadership roles. The company plans to deploy eCircle globally to serve the growing worldwide demand for digital marketing solutions.
“Teradata has seen tremendous growth over the last few years, and with the addition of eCircle we will continue to lead the market in analytic data solutions and in marketing business applications,” said Hermann Wimmer, president Europe, Middle East and Africa. “We are also convinced that with the additional consulting expertise of the eCircle team we will be able to better serve our customers.”
“We looked around the world to find the best company in digital messaging, with the greatest respect for data privacy and the highest compliance standards, and which was the best fit with our vision, culture and values. We found it in eCircle, the digital marketing leader of all Europe, and we welcome them to the Teradata/Aprimo team,” said Bob Boehnlein, president of Aprimo. “The addition of eCircle increases Aprimo’s European presence more than three-fold, and gives us expertise and market presence in all major European countries, creating the largest marketing applications provider in Europe and enabling delivery of Aprimo’s solutions globally.”
All of these capabilities are available for purchase now, and go-forward product integration will quickly strengthen the combined solution. eCircle will also remain available for purchase standalone for the digital marketer who wants a simple-to-deploy, powerful and easy-to-use digital messaging infrastructure.
1 Forrester Research, Inc., How Forrester Clients are Using Big Data, September, 2011

2 Forrester Research Inc., US Interactive Marketing Forecast, 2011 To 2016, September 2011


The Wall Street Journal, “Teradata To Buy European Digital Marketing Provider ECircle”

Forrester, Rob Brosnan’s Blog, “Teradata's eCircle Acquisition: Portfolio Or Platform Play?”

Reuters, “Teradata Corporation To Acquire eCircle”

ComputerWorld, “Teradata to buy marketing tool maker eCircle”

InformationWeek, “Teradata Acquires eCircle For Social, Mobile Marketing Push”

GigaOm, "Teradata buys eCircle to get more of your marketing data"

Note to Investors

This news release contains forward-looking statements. A number of important factors could cause actual results or events to differ materially from those indicated by such forward-looking statements, including the parties' ability to consummate the transaction; the execution of integration plans; the conditions to the completion of the transaction, court approval or the regulatory approvals required for the transaction may not be obtained on the terms expected or on the anticipated schedule; the parties' ability to meet expectations regarding the timing, completion and accounting treatments of the transaction; the possibility that the parties may be unable to achieve expected synergies and operating efficiencies in the arrangement within the expected time-frames or at all and to successfully integrate eCircle's operations into those of Aprimo and Teradata such integration may be more difficult, time-consuming or costly than expected; operating costs, customer loss and business disruption (including, without limitation, difficulties in maintaining relationships with employees, customers, clients or suppliers) may be greater than expected following the transaction; recurring revenue may decline or fail to be renewed; the retention of certain key employees of eCircle may be difficult; Teradata, Aprimo and eCircle are subject to intense competition and increased competition is expected in the future; fluctuations in foreign currencies could result in transaction losses and increased expenses; the volatility of the international marketplace. Risks, uncertainties and assumptions include the possibility that expected benefits may not materialize as expected; that the transaction may not be timely completed; that the parties are unable to successfully implement integration strategies; and other risks that are described in Teradata's SEC filings.


Aprimo is a leading provider of software and services that advance the productivity and performance of marketing organizations. We enable marketers to engage, lead and perform by empowering conversations on new engagement channels, enhancing internal collaboration, and improving marketing performance and accountability. Aprimo’s modular and on demand Integrated Marketing Management (IMM) solutions provide a global, integrated marketing platform that can be broadly adopted across an organization, letting companies balance creativity with a data-driven approach and simplify the complexity of a rapidly changing marketing environment. Hundreds of thousands of marketers trust Aprimo to revolutionize their marketing, including over one third of Fortune 100 companies and nearly one quarter of Global 100 companies. Aprimo, a Teradata company, is headquartered in Indianapolis, Indiana, with offices worldwide. For more information, call 1.317.814.6465 or visit


eCircle is one of the leading full service digital marketing providers in Europe. The company provides cloud-based solutions for email, mobile and social media marketing and offers opt-in lead generation and email media solutions. Since 1999 eCircle has stood for innovative and efficient digital marketing for customer acquisition and retention. Leading organizations trust eCircle’s consistent customer care, long-term experience and, not least, its highly motivated and professional workforce. The company has headquarters in Munich and additional offices in London, Paris, Milan, Utrecht, Madrid, Copenhagen and Krakow. For more information please visit
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