Teradata Software Feeds into New Business

Investment firm Marlin Equity Partners has combined its BlueHornet Networks company with the applications business it purchased from Teradata Corporation in July, to launch a new digital marketing tech company, Mapp Digital LLC.

Mapp's software and services include a data management platform, marketing optimization tools, campaign management services and strategy consulting. The firm is headquartered in San Diego, with European Operations in Munich, and R&D and sales/customer support centers across Europe as well as in The Philippines, Israel and the US; and more than 3,000 customers at 'launch'.

Mapp says its near-future plans include an addition to a new segmentation product introduced by BlueHornet earlier this year, NexGen Commerce Segments. CEO Michael Biwer comments: 'We're already working on plans to unify our technology into a comprehensive customer engagement platform that will enable our B2B and B2C clients to get to know their customers better over time, from their first contact to loyalty program participation. Mapp is also pushing forward in developing new marketing functionality that marketers demand - such as predictive analytics and strategic reporting'.

The company is up and running on the web at www.mapp.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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