Data analytics and marketing company Teradata has acquired mobile marketers Appoxee, which has become part of Teradata’s Marketing Applications Unit, specifically the Integrated Marketing Cloud. The deal was made public on January 13, after closing mid-way through December 2014, although no financial details were released. However, according to sources speaking to TechCrunch, Teradata paid between $20m and $25m to secure the purchase.
Darryl McDonald, president of Teradata Marketing Applications, said:
“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 realize the benefits of individual data-driven marketing. This investment underscores our commitment to continuously expand our capabilities in individualized digital marketing to benefit Teradata’s customers throughout the world.”
Appoxee’s CEO, Itay Levy, also commented on the acquisition, saying:
“Combining our mobile marketing automation expertise with Teradata’s industry-leading marketing applications will empower marketers to create insights to better connect them with individuals. We all know that the world is increasingly connected through our mobile devices, and together, Appoxee and Teradata are going to help marketers have more individualized conversations with their customers.”
Appoxee is based in Israel, and its platform helps developers create push messaging campaigns to keep users coming back to their apps, a service which Teradata will integrate into its own mobile and cloud service business. TechCrunch’s sources say Appoxee will serve as the base of a new Teradata R&D centre in Israel.