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BtoB

Teradata to acquire Aprimo for $525 million

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Dayton, Ohio—Data warehousing company Teradata Corp. announced plans to buy marketing software and services company Aprimo Inc. for $525 million.

Aprimo's suite of cloud-based marketing solutions are expected to bolster Teradata's analytics and business intelligence insights culled from stored data.

The deal also will help position Teradata against a key competitor, IBM Corp., which bought marketing management company Unica in August for $480 million.

The Aprimo acquisition is expected to close in the first quarter, according to Teradata.

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