Teradata announced on Friday that it had signed a deal to sell its marketing applications business for $90 million to private investment firm Marlin Equity Partners. The company had announced plans to sell the business last November. The sale involves the former Aprimo, eCircle, FLXone data management platform, real-time interaction manager, and other cloud-based marketing products. Teradata will retain its on-premise Customer Interaction Manager (CIM) and an on-premise version of Real Time Interaction Manager (RTIM).
In a move that borders on surreal, Teradata’s Marketing Application division itself today announced the latest release of its integrated marketing cloud. I suppose this signals the hopes within the marketing applications team to remain intact. Whether that’s more than wishful thinking, only time will tell.
Spin-off to internal team?