Teradata acquires mobile marketing automation startup, Appoxee

Deal is the latest in a string of acquisitions for the vendor, and will see new omni-channel capabilities introduced into the Teradata Integrated Marketing Cloud

Teradata has acquired Israel-based mobile marketing automation vendor, Appoxee, as it looks to round out the omni-channel capabilities of its Integrated Marketing Cloud.

The deal is one in a string of recent acquisitions for the vendor, but also reflects the battle between leading IT vendors to build the most comprehensive marketing technology stack.

Four-year old Appoxee provides a mobile marketing automation platform designed to help brands improve interaction with customers via mobile apps. Key features include in-app messaging and push notifications, audience segmentation and targeting, message creation, testing and analytics.

Appoxee’s client base stretches across the Americas, Europe, Middle East and Asia and includes well-known brands such as Verizon, Lorna Jane, Domino’s Pizza, Fox International Channels, National Geographic and EZTrader. The company claims to serve more than 400 million users worldwide with a billion messages per month.

The acquisition closed on 17 December 2014. Financial details were not disclosed.

Teradata said Appoxee’s solutions will be immediately integrated into the Teradata Integrated Marketing Cloud as well as its Digital Marketing Center, giving users a united platform to manage communications across email, websites, SMS, social media and mobile.

Longer-term, Appoxee’s feature set will be extended to Teradata Customer Interaction Manager and Teradata Real-Time Interaction Manager.

“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 realise the benefits of individualised data-driven marketing,” said Teradata Marketing Applications Australia area director, Simon Bowker.

“This investment underscores our commitment to continuously expand our capabilities in individualised digital marketing to benefit Teradata Marketing Applications customers.”

Teradata is one of a number of enterprise vendors looking to build out an end-to-end marketing technology platform alongside Adobe, Salesforce, Oracle, Sitecore, IBM and SAS. For many, acquisition is proving the fastest way to securing the various point solutions and technical prowess needed to create an all-channel marketing technology suite.

Teradata’s shopping list over the past 12 months has predominantly focused on big data and analytics management, deals that will benefit both its traditional IT and data warehousing customers as well as marketers. Purchases included big data management vendor, Revelytix; big data startup, Hadapt; Think Big Analytics; and Hadoop big data archiving vendor, RainStor.

However, Teradata also partnered with Australia-based consultancy, Localz, in a deal that will see the latter’s proximity marketing solutions integrated with the Teradata Integrated Marketing Cloud platform.

Like Teradata, other marketing technology platform rivals are also shoring up their mobile marketing capabilities through both acquisitions and new feature sets.

Adobe, for example, recently confirmed the Adobe Marketing Cloud platform can now send customised in-app messages to iBeacon apps. At the same time, the vendor announced a mobile app dashboard for marketers, along with a social app tool available on mobile devices.

Last September, Salesforce extended its Journey Builder features, available under the Salesforce ExactTarget Marketing Cloud, to mobile apps management.

And in late 2013, IBM acquired Xtify, a provider of push notification-based marketing services for mobile platforms to integrate into its Smarter Commerce line of digital marketing software and services.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

People in vegan houses shouldn't throw bacon

Picture this. You’re at a Gourmerican burger joint chomping a cheeseburger, when an outspoken vegan friend starts preaching that you’re killing the planet. Last week, that same vegan downed a pricey glass of pinot before their flight to a far-flung destination, armed with their strongest mossie repellant and first aid kit. Anything amiss?

Abbie Love

Strategist, Ikon Communications

The role of the CMO is evolving: Are you keeping up?

My (amazing) vacation in the Galapagos Islands earlier in the year got me thinking about Charles Darwin and his theory of evolution. What does this have to do with the role of today’s CMO, you ask? Plenty.

Sheryl Pattek

Vice-president, executive partner

Getting your business ready for the Entrepreneurial Consumer

We all know the digital revolution has completely transformed the way consumers are interacting with brands, and that a lot of businesses are finding it hard to catch up. One way to closing this brand gap is to understand consumer behaviour and build a brand experience that meets these new needs.

Pip Stocks

CEO and founder, BrandHook

Or just go to sites like www.shopsthatshiptoaustralia.c... and others and be sure that the stores will send to where you live :-)


Why online shopping is like dating – RedBalloon CEO

Read more

Personalisation is the key. Customers demand a very relatable and well defined CX where the sincerity and understanding of their disposit...

Hitesh Parekh

In pictures: Improving cutomer experiences through smart personalisation

Read more

Thanks for this. The key for me is the effective of governance where it dictates and sets the proactive policy when it comes to CX. Tech ...

Hitesh Parekh

6 lessons in modern marketing from a customer experience chief

Read more

Very well said “With today’s consumers more demanding of the brands and merchants they shop, it’s imperative for merchants to not just co...


CMO's top 10 martech stories for this week - 29 September

Read more

Very interesting article which touches on the importance of a feedback loop fuelled by customer and market insights. Ideally this scenari...

Andrew Reid

Building customer insights in the data and digital age

Read more

Latest Podcast

More podcasts

Sign in