London, UK, 26 May 2011: Aprimo®, a global leader in cloud-based integrated marketing software and parent company Teradata, the world’s largest company focused on data warehousing and enterprise analytics, today announced new positioning by Gartner, Inc. in the “Leader’s Quadrant” of the “Magic Quadrant for Multi-Channel Campaign Management” (MCCM) report. Published by Adam Sarner, research director at Gartner, 20 May 2011, the quadrant evaluates vendors on their “ability to execute” and “completeness of vision”.

“We believe having our combined offerings in the Leader’s Quadrant shows that we’ve rapidly strengthened the campaign offerings of our integrated marketing platform in a short period of time,” said Bill Godfrey, president of Aprimo. “When we were cited in the Leader’s Quadrant for the Gartner Marketing Resource Management Magic Quadrant report earlier this year, I noted that combining Teradata’s powerful data warehousing, analytics and campaign management capabilities with our MRM solution would extend our leadership into campaign management for our customers. This shows we’re well on our way.”

The Aprimo-Teradata combination is seeing healthy market momentum with recently announced wins at AutoNation and Designer Shoe Warehouse.

Aprimo recently announced tighter integration with Aprimo Relationship Manager (formerly Teradata Relationship Manager) and Aprimo Marketing Studio’s Marketing Operations solution, which will immediately bring integrated marketing management (IMM) capabilities to existing Teradata customers. The company now has the most comprehensive solution for mid-sized to large B2B, B2C or B2B2C organisations and flexible deployment options that include all major database platforms, as well as on-premise, hosted and on-demand environments.

According to Gartner, “Leaders consistently do considerably better in overall campaign management performance for basic and advanced campaigns, as well as for integration with e-marketing. Leaders have high market visibility, high market penetration, strong market momentum and a strategic vision for growing the campaign management business.”

Gartner says that “MCCM processes enable companies to define, orchestrate and communicate offers to customer segments across a multichannel environment, such as direct mail, call centers, websites, e-mail and communities. This can include integrating marketing offers/leads with sales for execution. Basic campaign management includes functionality for segmentation, campaign execution and campaign workflow. Advanced analytic functionality includes predictive analytics and campaign optimisation. Advanced execution functionality includes loyalty management, content management, event triggering and real-time decisioning/offer management in inbound and outbound environments.”

Aprimo will license the Gartner Multi-Channel Campaign Management Magic Quadrant report, and it is available for complimentary download at

About The Magic Quadrant:

The Magic Quadrant is copyrighted 2011 by Gartner, Inc. and is reused with permission. The Magic Quadrant is a graphical representation of a marketplace at and for a specific time period. It depicts Gartner's analysis of how certain vendors measure against criteria for that marketplace, as defined by Gartner. Gartner does not endorse any vendor, product or service depicted in the Magic Quadrant, and does not advise technology users to select only those vendors placed in the "Leaders" quadrant. The Magic Quadrant is intended solely as a research tool, and is not meant to be a specific guide to action. Gartner disclaims all warranties, express or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.

Published on: 11:07AM on 26th May 2011