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Customer Experience Matrix: Teradata Sells Its Marketing Applications Business for $90 Million

Teradata announced on Friday that it had signed a deal to sell its marketing applications business for $90 million to private investment firm Marlin Equity Partners. The company had announced plans to sell the business last November. The sale involves the former Aprimo, eCircle, FLXone data management platform, real-time interaction manager, and other cloud-based marketing products. Teradata will retain its on-premise Customer Interaction Manager (CIM) and an on-premise version of Real Time Interaction Manager (RTIM).

In a move that borders on surreal, Teradata's Marketing Application division itself today announced the latest release of its integrated marketing cloud.  I suppose this signals the hopes within the marketing applications team to remain intact.  Whether that's more than wishful thinking, only time will tell.
CYDigital/marteq.io's insight:

Spin-off to internal team?

 

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

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Customer Experience Matrix: Teradata Plans to Sell Its $200 Million Marketing Application Business. Any Takers?

Customer Experience Matrix: Teradata Plans to Sell Its $200 Million Marketing Application Business. Any Takers? | The MarTech Digest | Scoop.it
I've been told by unofficial but reliable sources that Teradata management has said it intends to keep the on-premise CIM business and sell everything else. So the question is who that buyer might be.  The big enterprise software companies already have their own systems, and CIM (Customer Interaction Manager) would probably the only piece any of them might want (if they wanted to add a stronger on-premise product).  It’s conceivable that a private equity firm will purchase the systems and run them more or less independently or combine them with other products – look at HGGC’s recent combination of StrongView and Selligent (in the mid-market) or Zeta Interactive’s purchase of eBay’s CRM systems. If CIM were part of the package, I'd argue that Marketo should buy it and gain true enterprise scale B2C technology while nearly doubling its revenue.  But without CIM, that doesn't make much sense.


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CYDigital/marteq.io's insight:

FWIW.

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Teradata Integrated Marketing Cloud: A Bet On Evolution of Software - Forbes

Teradata Integrated Marketing Cloud: A Bet On Evolution of Software - Forbes | The MarTech Digest | Scoop.it

iNeoMarketing executes your revenue-generating efforts with the right metrics and the appropriate reports. Contact us to learn more.

CYDigital/marteq.io's insight:

Often overlooked but needs to be part of the landscape of choices. I'm hesitant about the SMB end of the market. 

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Riordan Kelly's curator insight, March 29, 2015 4:37 AM

Software as a Service is a current trend that looks set to become more and more common. The de rigueur model of delivering software and hosting it locally has given way to a far more flexible licensing solution that is centrally based.