Data storage company Teradata Corp. said Wednesday that it will buy Aprimo Inc., which makes Web-based marketing software, for $525 million. The move enables the company to offer marketing analytics services to its large business customers.
In buying Aprimo, Teradata is assuming $25 million in Aprimo's cash. The company expects the purchase to close during the first quarter of 2011.
Teradata, based in Atlanta, already offers analytics along with data storage. But in buying Indianapolis-based Aprimo, Teradata can analyze the effectiveness of its customers' marketing campaigns. And because Teradata was never a strictly Web-based company, the combined company can offer both Web-based services as well as software programs installed on local servers.
The move allows Teradata to sell more services, as well as persuade its clients that Teradata is a one-stop shop for various analytics services.
Teradata expects the purchase will add slightly to earnings per share during the first year after the acquisition closes.