Teradata has acquired Appoxee, a mobile marketing software-as-a-service provider.
The company said the addition of Appoxee to the Teradata Integrated Marketing Cloud complements Teradata’s strategy to provide industry-leading marketing solutions that help data-driven businesses deliver more individualized information and communications to their customers, based on the type of brand engagement experience those customers want and expect.
The acquisition closed last month, and the terms of the agreement were not disclosed.
Appoxee’s solutions will be integrated into the Teradata Integrated Marketing Cloud beginning immediately, and quickly integrated with Teradata Digital Marketing Center.
Mobile has become a critical tool for marketers to reach consumers on the go. According to comScore (an Internet technology company that measures what people do as they navigate the digital world), mobile platforms – smartphones and tablets – combined account for 60% of total digital media time spent, up from 50% a year ago.
Darryl McDonald, president of Teradata marketing applications said, “By adding Appoxee’s leading mobile marketing solutions, we’re further helping our customers use data to know more about their customers’ true preferences, and do more to realize the benefits of individualized data-driven marketing.”
Appoxee currently serves large and small companies across the Americas, Europe, Middle East and Asia. Teradata serves more than 2,600 customers worldwide.