Teradata Absorbs Mobile Marketing Service Into its Cloud

Teradata has acquired Appoxee, provider of an SaaS platform for marketing apps, and will add it to its Integrated Marketing Cloud platform. Appoxee, a company founded by marketers, works with both brands and agencies to help marketers build and grow customer engagement with their mobile apps.

According to comScore, mobile devices account for some 60% of time people spend with digital media, up from around 50% just a year ago. A Teradata press release says that the Appoxee acquisition was predicated on giving its cloud users a direct connection to integrating their apps with their other activities.

“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 individualized data-driven marketing,” said Darryl McDonald, president of Teradata Marketing Applications.

“Individualization,” and not personalization, is the guiding tenet of Teradata’s cloud platform. In a conversation with Direct Marketing News at the National Retail Federation show last week, Teradata CMO Lisa Arthur distilled the distinction. “Individualization is one-to-one marketing to Lisa Arthur realized,” she said. “Personalization is sending me an email titled ‘Dear Lisa.’”

Terms of the Appoxee deal were not disclosed.

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