Teradata (NYSE: TDC), the leading analytic data solutions company, and Aprimo, a Teradata company and the leader in Integrated Marketing Management software and services, today announced that the acquisition of eCircle, the European leader in digital marketing, is complete.

The combination of Teradata’s data warehousing and analytical capabilities, Aprimo’s Integrated Marketing Management solutions and eCircle’s digital messaging platform and services will enable marketers worldwide to create more compelling customer experiences across the plethora of online and offline channels.

According to Forrester, over 45 percent of big data implementations are for marketing. Forrester also estimates the social media, email and mobile marketing market to be a $6 billion business opportunity today, growing to $16 billion by 2016. The combination further establishes Aprimo as a global leader in cloud-based digital marketing. It also creates a new generation of integrated solutions that will empower the marketing of businesses worldwide, and makes Aprimo the largest marketing applications provider in Europe.

eCircle’s digital marketing solutions, when combined with Aprimo’s Integrated Marketing Management applications, will enable marketers to deliver highly targeted, consistent and personalised digital marketing campaigns that are integrated across all channels. Customers can further benefit from Teradata Aster’s big data analytics and Teradata’s powerful data warehousing for deeper customer engagement. This combination gives businesses a competitive edge in a world where data is exploding and marketing itself is changing, serving as a blueprint for creating optimal customer experiences.

Rob Brosnan, senior research associate with Forrester, sized up the customer benefit of Teradata’s acquisition of eCircle this way: “Through the acquisition of Aster Data, Teradata moved to beef up its presence in analytics for large-scale data sets, such as log files, clickstream, and sensor data. eCircle’s platform is built on a similar (Hadoop-based) platform, allowing marketers to co-mingle and analyse customer records, campaign data, online behavioural interactions, and more.”

Organisationally, eCircle will be integrated into Aprimo, and maintain its current business operations to fully support its existing customer base. eCircle’s current senior leadership team will join Aprimo and continue to serve key leadership roles. The company plans to deploy eCircle globally to serve the growing worldwide demand for digital marketing solutions.

“Teradata has seen tremendous growth over the last few years, and with the addition of eCircle we will continue to lead the market in analytic data solutions and in marketing business applications,” said Hermann Wimmer, president Europe, Middle East and Africa. “We are also convinced that with the additional consulting expertise of the eCircle team we will be able to better serve our customers.”

“We looked around the world to find the best company in digital messaging, with the greatest respect for data privacy and the highest compliance standards, and which was the best fit with our vision, culture and values. We found it in eCircle, the digital marketing leader of all Europe, and we welcome them to the Teradata/Aprimo team,” said Bob Boehnlein, president of Aprimo. “The addition of eCircle increases Aprimo’s European presence more than three-fold, and gives us expertise and market presence in all major European countries, creating the largest marketing applications provider in Europe and enabling delivery of Aprimo’s solutions globally.”

All of these capabilities are available for purchase now, and go-forward product integration will quickly strengthen the combined solution. eCircle will also remain available for purchase standalone for the digital marketer who wants a simple-to-deploy, powerful and easy-to-use digital messaging infrastructure.