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BtoB

Teradata to buy digital marketing company eCircle

Published on .

Miamisburg, Ohio—Database management company Teradata Corp. will acquire Munich, Germany-based digital marketing company eCircle. Financial terms of the deal were not disclosed.

The deal is expected to augment the social media marketing capabilities of Teradata's Aprimo marketing management division, and to supply Teradata's “Big Data” analysis offerings with added information on customer sentiment.

Teradata has been building out its marketing and analytics capabilities via acquisitions and partnerships. In 2011, the company completed its acquisition of Aprimo, and followed that by buying company Aster Data. Last week, Teradata launched a new big data analytics system developed in partnership with SAS.

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