In January, marketing operations platform Aprimo began to rebuild itself, announcing its first major platform update since it split from data analytics/warehouse provider Teradata.
Today, Aprimo takes another step, announcing it has purchased leading digital asset management (DAM) firm ADAM Software. Deal terms were not made public.
Although Aprimo had previously listed an asset library among its capabilities, CEO John Stammen told me that the new acquisition will enable the platform to offer management of any kind of digital visual asset.
It also adds a variety of “smart content” tools, such as the ability to tie those assets to ADAM’s Product Information Management tool. If a SKU changes for a product, for instance, the content can automatically change.
Like other DAM systems, ADAM has been adding context to assets so they can be reused for different campaigns, tracked for performance, searched for details and automatically adapted for different presentations. ADAM also brings PublishingNow!, a product layout tool that is integrated with Adobe’s Creative Cloud. Here’s a screen from ADAM:
Aprimo’s other capabilities include marketing planning, budget and spend tracking, content creation, marketing distribution and marketing operations.
Stammen said that, even though his company’s platform includes a campaign management tool, Aprimo is positioned as a “prep for execution” platform so that marketers can plan and prep their campaigns and then implement them through integrations with marketing automation, advertising and other systems.
He also mentioned that Aprimo is designed to accept manual inputs or automated integrations of results data, so marketers can track the performance of their efforts.
ADAM will be integrated into the Aprimo platform, and it will retain its headquarters in Ghent, Belgium.
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