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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Is customer segmentation dead?

Ginni Rometty, the CEO of IBM, announced the death of customer segmentation five years ago saying, "The shift is to go from the segment to the individual. She might have been a bit premature for most marketers, but if customer segmentation isn't dead yet, it's definitely on life support.

Richard Taylor

Senior digital strategist, Spinach

How people buy brands

Andrew Ehrenberg was a giant in the field of marketing science. He believed scientific methods could reveal law-like patterns of how people buy. In this post, I summarise one of Ehrenberg’s most important discoveries and its implications on how people buy brands.

Kyle Ross

Strategist, TRP

Is artificial intelligence riddled with bias?

The purpose of Artificial Intelligence (AI) has always been to replace the menial and repetitive tasks we do each day in every sector, so that we can concentrate on doing what we do best. Saving time and money has certainly been a decent outcome as AI infiltrates the business landscape, however, now we are starting to see problems that cause major issues in practice.

Katja Forbes

Founder and chief, sfyte

At the deeper levels of artificial intelligence, computing machines make all kinds of correlations among whatever data is available to th...

Fraction Tech

Is artificial intelligence riddled with bias? - Customer Design - CMO Australia

Read more

https://myiplookup.com/ - find your ip address and location information in our main page. Also there are many ip tools you can use : IP L...

savefrom

iSelect outlines new approach to arrest ineffective marketing as its reports full-year results

Read more

https://myiplookup.com/ - this website will allow you to View Alexa Ranking and graph Check http headers of a website, tool to compare te...

savefrom

The Star's first CMO creates all-new marketing team

Read more

Good tips to follow. Thank you!

Anna Travis

5 things every business can do to drive brand loyalty

Read more

Thank you! That was useful to know.

Belia Adam

Why your best social marketing brand tool could be hiding in plain sight

Read more

Latest Podcast

More podcasts

Sign in