Marlin completes acquisition of the Marketing Applications Business from Teradata

LOS ANGELES, July 1, 2016 – Marlin Equity Partners (“Marlin”) is pleased to announce that it has completed the acquisition of the Teradata Marketing Applications business (“TMA”) from Teradata Corporation (NYSE:TDC). TMA is a leading provider of marketing operations and marketing execution software solutions and services. TMA’s marketing operations offerings enable customers to manage workflows, processes, budgets, and expenditures, and are proven to enhance the productivity and performance of marketing organizations. TMA’s marketing execution offerings enable marketers to engage customers through targeted, personalized, and actionable digital campaigns across multiple channels including email, web, social and mobile. TMA complements its software solutions with a dedicated services organization that helps customers implement and optimize their application usage, as well as a full suite of marketing services to help customers design and deliver digital campaigns. The business has a global footprint with more than 1,500 customers that span multiple industries, and over 100 active business partnerships worldwide.

“This was a unique opportunity to acquire top-tier offerings in two segments of the marketing technology landscape that enable marketers to solve critical pain points and dynamically engage with their customers,” said Nathan Pingelton, a principal at Marlin. “We are excited to support TMA in this new phase of growth with the strategic and financial backing to accelerate product innovation and deliver superior results for marketing organizations.”

“The acquisition by Marlin is an exciting opportunity for TMA, its customers and its people, and positions TMA well to make the strategic investments necessary to drive growth and continue providing industry leading solutions to the market,” said Bob Fair, COO of Teradata. “We will continue to work with Marlin to provide a smooth transition of ownership for all stakeholders.”

About Marlin Equity Partners

Marlin Equity Partners is a global investment firm with over $3 billion of capital under management. The firm is focused on providing corporate parents, shareholders and other stakeholders with tailored solutions that meet their business and liquidity needs. Marlin invests in businesses across multiple industries where its capital base, industry relationships and extensive network of operational resources significantly strengthen a company’s outlook and enhance value. Since its inception, Marlin, through its group of funds and related companies, has successfully completed over 100 acquisitions. The firm is headquartered in Los Angeles, California with an additional office in London. For more information, please visit

About Teradata Marketing Applications

Teradata Marketing Applications is a leading provider of marketing cloud applications and services, including solutions for Marketing Resource Management, Digital Marketing, Omni-Channel Marketing and Data Management. For more information, please visit

About Teradata

Teradata (NYSE: TDC) helps companies get more value from data than any other company. Teradata’s leading portfolio of big data analytic solutions and services can help organizations gain a sustainable competitive advantage with data. For more information, please visit

For additional information, please contact Peter Spasov at (310) 364-0100 or via e-mail at