Teradata Marketing Studio (formerly Aprimo Marketing Studio) Ratings & User Feedback

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).

* Generated $80m in 2010 at time of acquisition (http://www.channelinsider.com/storage/Teradatas-Aprimo-Acquisition-Aids-Expansion-to-Cloud-Software-Services/) and was expected to grow in the high teens. Assuming 10% growth per year to $106m revenue in 2013.
** LinkedIn employees listed
Company status Owned by Teradata (public)
2013 revenue estimate $100m*
Growth 2012-2013 N/A
Customers N/A
Employees 442**

Aggregate User Ratings on TrustRadius

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”.

Source: (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
Teradata Marketing Studio Marketing Automation Average
Likelihood to recommend 5.7 8.4
Likelihood to renew 6.1 8.3
Product usability 5.5 8.3
Performance and reliability 9.0 8.8
Support rating 8.0 8.3
Training satisfaction 7.0 8.6
Implementation satisfaction 10 8.5

Summary of Review Feedback

Source: (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
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.