Enterprise data warehousing company Teradata has agreed to buy analytics firm Aprimo, a web-based marketing software firm, for $525 million in cash.
According to Reuters, Teradata expects the deal to close during the first quarter of 2011, and the deal will be financed with cash and credit facilities.
The deal comes only short time after Teradata rivals, Netezza Inc and 3PAR were bought-out by industry heavyweights IBM and HP respectively.
Darryl McDonald executive vice president of Teradata said in a statement: “The expansion of our business demonstrates our clear commitment to being a worldclass provider of business analytics.”
“Teradata and Aprimo will focus on driving business growth and optimizing the company’s marketing performance. Through our industry leading marketing applications and analytics, companies will be able to leverage and capitalize on the proliferation of channels and the growing importance of managing and leveraging big data”, McDonald added.