May. 2012

The Future is Digital: Teradata to acquire eCircle

Today is the biggest day in eCircle’s history to date – and I’m in a good position to say this as I’ve been with this company since its inception back in 1999. And obviously, as committed subscribers and readers to our blog, we wanted you to be amongst the first to hear this exciting news. This acquisition will not only be a milestone for eCircle but for digital marketing in general.  Let me explain why.

First we’re absolutely thrilled to announce that today, we have signed a definitive agreement to be acquired by the World’s leading analytic data solutions company TeradataAprimo – the global leader on cloud-based integrated marketing software- was also acquired by Teradata in 2011, and the joining together of all three companies will result in the creation of the largest marketing applications provider in Europe. But it’s not only the size of the new combined Aprimo / eCircle unit which makes the difference – it’s the unique product vision we are building.

Thanks to the powerful combination of eCircle’s cloud-based digital messaging solution, Teradata’s analytical capabilities and Aprimo’s integrated marketing management, this is the first time that a single supplier has been able to empower you – as marketers – to create integrated, compelling customer experiences across online and offline channels that leverage Big Data to create a superior user experience across all digital channels – completing the value chain from data to delivery.

Big Data (or for some companies just even ‘Data’) has always been an issue and will become an even bigger issue in the future: It’s hidden deep within  the company; it’s too much effort to be processed; it costs too much to get it integrated across databases; it’s not possible to derive meaningful insights from it;  it can’t be utilised for (digital) marketing…the list goes on. If you agree that marketing will be data driven in the future this means that there is a major flaw in the equation.

But together with Teradata and Aprimo we’ll be able to take this flaw out of the equation because we’ll empower marketers to utilise ‘big data’ insights to deliver better marketing. Sounds too theoretical?  Well, think about  social interactions: A customer complains about his new tablet on twitter and automatically gets a message on his smartphone directing him to the nearest store to get it fixed. Or getting an email with the corresponding support instructions!

This is an extremely exciting time, not just for our three organisations but for the industry as a whole. We’re lucky to be in such a dynamic and fast-moving industry which is growing quickly, both here in the UK and across Europe and the USA.  Digital Marketing (encompassing email, social, mobile and web) is now an essential and invaluable focus for marketers and according to a Forrester report* is expected to grow from $34B to $76 Billion by 2016.

We’re delighted to be forming a new generation of digital marketing applications and are really looking forward to joining the Teradata and Aprimo teams whose combined skills, expertise and experience will help you and all our global customers stay ahead of the competition, taking Digital Marketing to the next level.

We’ll keep you posted on our joint roadmap in the coming weeks and months but in the meantime we’d like to thank you for your support and we look forward to delivering our newly enriched, visionary digital applications to help strengthen your digital strategy.

For further information, visit the press section of eCircle’s website.

Read Lisa Arthur’s (Chief Marketing Officer, Aprimo) blog post on the ‘Golden Braid’ of Teradata, Aprimo and eCircle here.

* Forrester report titles U.S. Interactive Marketing Forecast, 2011-2016, September 7, 2011.

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About Rolf Anweiler

Rolf Anweiler ist Dipl.-Wirtschafts-Ingenieur und Vice President Marketing bei eCircle. In seiner Funktion beschäftigt er sich bereits seit 1999 mit den strategischen Aspekten und der effizienten Umsetzung von E-Mail-Marketing. Rolf Anweiler ist Autor zahlreicher Studien und Fachartikel zum Thema E-Mail-Marketing.
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