Data warehousing company Teradata announced its acquisition of cloud-based integrated marketing software maker Aprimo for $525 million to boost its analytics portfolio to counter Oracle and IBM's threat.

Aprimo's expertise in offering integrated marketing solutions in the cloud will compliment Teradata's data analytics products to provide more incisive CRM offerings. The software will allow users to gain accurate information to sharpen their marketing campaigns and to streamline operations to support marketing efforts.

Mike Koehler, president and chief executive officer of Teradata said: In addition, the combination will broaden our addressable customer base and fuel marketing innovation for our customers. Together, Teradata and Aprimo will drive the future of Integrated Marketing Management and offer compelling business value for our customers.

Teradata stated that the Integrated Marketing Management (IMM) business is currently valued at $45 billion and that Aprimo's IMM software is currently employed by more than 36 percent of Fortune 100 companies.

Teradata posted $243 million in revenue for the third quarter ending September a 27 percent increase. For the nine months Teradata's sales hit $1.39 billion an increase of 14 percent primarily affected by data warehousing sales which booked sales of $489 million in the third quarter.

However, Teradata is seeing increased competition from the likes of IBM that recently acquired Aprimo competitor Unica for $480 million and also acquired Netezza for $1.7 billion. Also Oracle recently launched its Exadata appliances for data warehousing followed by EMC launching its Greeplum Data Computing Appliance (DCA), which is touted to be five times faster than Teradata products.

In October Teradata launched a new line-up of high-performance data warehousing and analytics appliances to take on Oracle's Exadata and IBM's SAS appliances.

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