Aprimo was founded in 1998 and acquired by Teradata for $525m in 2011. One year later Teradata also acquired email vendor eCircle. The Marketing Studio platform today contains functionality from all three vendors. Pre-acquisition, Aprimo had steadily moved its platform from an installed license model to a cloud subscription model, which now accounts for a majority of its revenue.
Teradata's Marketing Studio combines traditional Marketing Automation functionality with operations marketing capabilities like resource and budget management. The platform also includes a workflow engine. The majority of the Teradata customer base is Business to Consumer (B2C).
|Company status||Owned by Teradata (public)|
|2013 revenue estimate||$100m*|
While the number of reviews is limited, Teradata Marketing Studio scores poorly across the board with the exception of “performance and reliability” and “implementation satisfaction”.
|Teradata Marketing Studio||Marketing Automation Average|
|Likelihood to recommend||5.7||8.4|
|Likelihood to renew||6.1||8.3|
|Performance and reliability||9.0||8.8|
|Strengths||Areas for Improvement|
|Reporting — Standard SQL interface for reporting and seamless integration with Cognos||Integration With Other Products — This can be a challenge as there is no native integration interface.|
|Segmentation and Workflow — Segmentation tool is very complete and admins can build sophisticated workflows.||Difficult to Use and Learn — The user interface is dated and the product is difficult to learn (although there are a couple of dissenting views). Support is also lacking.|