Atlanta-based data storage company Teradata had recently announced it will buy Aprimo, a web-based marketing software developer, for $525 million. The deal is expected to be closed during Q1, 2011. In addition to assuming $25 million in Aprimo’s cash, Teradata is also adding marketing camp gain analytics to its offerings portfolio by acquiring the Indianapolis-based firm.

“Teradata, based in Atlanta, already offers analytics along with data storage. But in buying Indianapolis-based Aprimo, Teradata can analyze the effectiveness of its customers’ marketing campaigns. And because Teradata was never a strictly Web-based company, the combined company can offer both Web-based services as well as software programs installed on local servers.”

The acquisition is expected to slightly increase earnings per share during the following year. Additionally, it also provides Teradata the ability to boost existing client relationships with the image of a one stop store providing everything a client may require. This entrance to the software market enables the company to ‘ride’ the existing client base and success Aprimo gained as well as to increase total sales revenue in the near future.