We use cookies and other similar technologies (Cookies) to enhance your experience and to provide you with relevant content and ads. By using our website, you are agreeing to the use of Cookies. You can change your settings at any time. Cookie Policy.

Aprimo Acquires EMS Unit of DoubleClick, Inc.


Aprimo, Incorporated, a provider of Enterprise Marketing Management (EMM), today announced its acquisition of the enterprise marketing solutions (EMS) business unit of DoubleClick Inc. (NASDAQ: DCLK), a provider of solutions for marketers, advertising agencies and web publishers. The DoubleClick EMS business includes its marketing software products, SmartPath and Ensemble.

Aprimo provided the following information about the acquisition:

With this announcement, Aprimo extends its leading position as the number one supplier of Marketing Resource Management (MRM) software, and strengthens its standing as a top-tier supplier of high-volume business-to-consumer and business-to-business campaign management software. Aprimo’s flagship product, Aprimo Marketing™, was recently positioned in the “Leader” quadrant of Gartner’s MRM Magic Quadrant report.

This acquisition increases Aprimo’s customer base by 70, strengthens its presence in strategic industry verticals such as pharmaceuticals/life sciences, retail, and telecommunications, and complements its leadership position in the financial services, technology, media/entertainment and manufacturing sectors.

“Aprimo’s acquisition of the DoubleClick EMS business makes perfect sense,” said Bill Godfrey, president and CEO of Aprimo. “Folding these brands into the Aprimo Marketing portfolio consolidates our leadership position in the industry and immediately benefits customers and partners who want a financially strong and visionary provider of a fully integrated marketing software platform.”

In addition to SmartPath and Ensemble customers gaining access to Aprimo’s highly regarded global product support, deployment and hosting capabilities, all customers will benefit from the influx of intellectual property and technology that Aprimo will obtain as a result of this transaction. Aprimo is committed to supporting DoubleClick’s existing EMS customers, and the two companies will partner to support Data Management and DARTmail customers that are also EMS customers, including the planned integration of the products.

“The acquisition of the EMS business unit by Aprimo provides SmartPath and Ensemble customers a definitive roadmap for the future with the leading EMM provider,” said David Rosenblatt, president of DoubleClick. “Although DoubleClick believes there is enormous potential for the EMS business, this deal gives us the opportunity to return to our roots by focusing our entire technology business on online marketing, and it ensures our EMS customers will benefit from the corresponding focus that Aprimo has on Enterprise Marketing Management.”

DoubleClick recently announced that it signed a definitive agreement to be acquired by an affiliate of the private equity firms of Hellman and Friedman LLC and JMI Equity. The sale of the EMS business unit is separate from that transaction, which is expected to be completed in the third quarter of 2005.

Aprimo corporate headquarters will remain in Indianapolis. With the acquisition, the company will increase its global workforce to 175 employees. International headquarters will remain in the U.K.

  • Subscribe Newsletter
  • Contribute
Subscribe to ebizQ:

Enter your email address:

 Subscribe Blog Updates via RSS

 Subscribe News via RSS

ebizQ is very interested in what you have to say. To contribute an article, an opinion, or to become a blogger, please contact Peter Schooff.

  • Virtual Conferences
  • Webinars
  • Roundtables

SOA Cloud Qcamp

June 3, 2009

One of the most compelling trends in the enterprise business technology space over the past year has been the emergence of cloud computing. In ebizQ’s upcoming Qcamp virtual un-conference, leading industry experts and practitioners will explore the role of service-oriented architecture (SOA) and business process management (BPM) in supporting cloud-computing initiatives. Additionally, the new skills that developers and IT managers need for successful cloud development will be discussed.Register

View All Virtual Conferences

Smart Case Management: Why It's So Smart.

Date:Nov 05, 2009
Time:12:00 PM ET- (17:00 GMT)


Date:Oct 29, 2009
Time:15:00 PM ET- (19:00 GMT)

View All Roundtables
  • White Papers
  • Podcasts
  • Blogs

Joe McKendrick: Part II of II: Designing Evolve-ability into SOA and IT Systems

In part two of Joe McKendrick's recent podcast with Miko Matsumura, chief strategist for Software AG, they talk about how SOA and IT systems need to change and grow and adapt with the organization around it.

Listen Now

Phil Wainewright: Helping Brands Engage with Social Media

Phil Wainewright interviews David Vap, VP of products at RightNow Technologies, and finds out how sharing best practices can help businesses understand how best to engage with online communities.

Listen Now

Peter Schooff: Making Every IT Dollar Result in a Desired Business Outcome: Scott Hebner of IBM Rati

Scott Hebner, Vice President of Marketing and Strategy for IBM Rational, discusses a topic on the top of every company's mind today: getting the most from IT investments.

Listen Now

Jessica Ann Mola: Where Will BI Fit In? Lyndsay Wise Explains

In BI, this tough economy and the increasing role of Web 2.0 and MDM are certainly topics on people's minds today. WiseAnalytics' Lyndsay Wise addresses each of them in this informative podcast.

Listen Now

Dennis Byron: Talking with...Deepak Singh of BPM Provider Adeptia

Deepak Singh, President and CTO of Adeptia, joins ebizQ's Dennis Byron in a podcast that gets its hand around the trend of industry-specific BPM.

Listen Now
More Podcasts
  • Most Read
  • Quick Guide
  • Most Discussed

Quick Guide: What is BPM?

Learn More

Quick Guide: What is Event Processing?

Smart event processing can help your company run smarter and faster. This comprehensive guide helps you research the basics of complex event processing (CEP) and learn how to get started on the right foot with your CEP project using EDA, RFID, SOA, SCADA and other relevant technologies. Learn More

Quick Guide: What is Enterprise 2.0?

A lot of people are talking about Enterprise 2.0 as being the business application of Web 2.0 technology. However, there's still some debate on exactly what this technology entails, how it applies to today's business models, and which components bring true value. Some use the term Enterprise 2.0 exclusively to describe the use of social networking technologies in the enterprise, while others use it to describe a web economy platform, or the technological framework behind such a platform. Still others say that Enterprise 2.0 is all of these things. Learn More