Aprimo gets back on its feet with first major platform update since Teradata spinoff

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From the Aprimo website.

From the Aprimo website.

In 2010, data warehouse/analytics provider Teradata bought marketing software company Aprimo, to help jumpstart its integrated marketing solutions.

In late 2015, Teradata sold its Marketing Applications unit, which had been built around Aprimo, to a private equity firm. Teradata kept the Customer Interaction Manager component, but divested itself of the marketing resource management and campaign management capabilities.

In July of last year, the private equity firm — Marlin Equity Partners — announced it was merging the newly acquired Aprimo with another firm it had recently acquired, channel marketing provider Revenew.

“Aprimo is back,” Aprimo CEO John Stammen — former head of Revenew — told news media at the time, adding that the focus would be on marketing operations, including marketing planning, content creation, data storage, campaign management, and distributed marketing through channel providers.

This week, the Chicago-based Aprimo announced its first major platform update since it split from Teradata. The updates themselves are modest, but they point toward Aprimo’s intentions as an independent company, which took effect on July 1.

[Read the full article on MarTech Today.]

About The Author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.


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