Like Salesforce and Oracle before it, Teradata is building a suite of cloud-based marketing software through a series of acquisitions, the latest one announced yesterday. Teradata in December purchased Israel's Appoxee, its third marketing-related acquisition of 2014. Earlier in the year, it bought technology from Argyle Social, a social media management company, and digital marketing agency Ozone Online.
With the Appoxee purchase Teradata aims to bolster its mobile capabilities, which are becoming an increasingly key part of marketing strategies. According to Mobile Marketing Association research, 76 percent of marketers say mobile apps are the best way to reach consumers. Teradata rival Adobe in November introduced several new mobile features in the latest update of its Adobe Marketing Cloud.
Michael Lummus, Teradata's director of Strategy for Digital Markets, said Appoxee will enable Teradata to offer mobile push notifications and in-app messaging, as well as mobile data collection, analytics and optimization. "Marketer clients will be able to send communications through new mobile methods and gain better insights about mobile consumers," he said.
Though Teradata, best known for its data warehouse software, has sold marketing software for more than a decade, it bolstered its marketing capabilities with the acquisitions of marketing automation specialist Aprimo in 2011 and email vendor eCircle in 2012. It used technologies gained in those acquisitions to create its Integrated Marketing Cloud and Teradata Digital Marketing Center, introduced in early 2014.
In a Forrester Wave research note on enterprise marketing software suites published in October, Forrester Research named Teradata a Strong Performer, a category that also contained SAS Institute, Oracle and IBM. According to Forrester analysts, "Teradata builds on its Aprimo acquisition and database heritage to appeal to marketers." While more than 60 percent of Teradata marketing customers also use its data/analytics platform, the analysts noted that "Teradata has also come a long way in supporting non-Teradata customer databases."
Teradata has also been busy buying Big Data companies. It purchased Hadoop specialists Hadapt and Revelytix last summer and Think Big Analytics, a consulting firm that focuses on Hadoop, in September. In December it bought Rainstor, a provider of archiving software that runs on top of Hadoop.