Mapp Digital - September 14, 2016

Mapp Digital the new brand for Teradata and Bluehornet

Mapp Digital is the new name created by the combination of BlueHornet Networks and the digital marketing-related applications business purchased from Teradata Corporation in July by Marlin Equity. If we look back a bit further, the previous acquisitions and brand names, like eCircle, ArgyleSocial and Ozone are part of the Mapp brand also.



When BlueHornet and Teradata merged, Michael Biwer, CEO of BlueHornet, was appointed CEO of the newly formed company. At that time they also stated the launch under a new unified brand name.

The announcement of the company’s new brand and market strategy was made at Dmexco 2016. Earlier in the week Maurizio Alberti, the Italian Director of Mapp had shown off the new brand already (including t-shirts).


The Mapp brand name

The name, next to being a play on the shorthand Marketing Automation Platform (MAP), also is included in the branding in a different way. Like a navigational map, they tell us: “it is helping the customer base of marketers navigate to their success via best-in-class technology and a passionate and driven team of marketing experts.”


Changes in Technology and Integrations

Asking about the changes in technology, Mapp’s SVP of strategy Thomas Goldstein let us know that currently plans are being made to bring (parts of) the Teradata Marketing Application and BlueHornet platforms together and develop more functionalities.

“We are already working on our roadmap to unify our technology platforms into one comprehensive customer engagement platform that will enable our B2B and B2C clients to get to know their customers better over time, from your first contact with them to their participation in your loyalty program. We are also pushing forward in developing new marketing functionality that you have asked for – such as predictive analytics and strategic reporting.”

Mapp will provide a family of software and services including their data management platform (DMP); tools that optimize email, mobile, app, social and web marketing; and campaign management and strategy consulting.

What happened to Aprimo?

Earlier this year, Marlin Equity bought Revenew, Inc. and together with the marketing operations part of Teradata they relaunched the Aprimo brand in July. Although both Marlin equity companies, Aprimo and Mapp are completely separate entities.

About Jordie van Rijn

Jordie van Rijn is an independent email marketing consultant and analyst. He is the founder of Email Vendor Selection and specializes in smart email marketing, online marketing strategy, software selection, campaign management, optimisation and RFP / vendor selection. He tested, reviewed, and wrote about 100+ business software including email marketing services, CRMs, ecommerce platforms, and online course creators. Published in-depth email marketing guides for financial service, ecommerce, travel, restaurant, and fashion industries.
Named one of "50 Online Marketing Influencers to Watch" by Entrepreneur magazine. Companies like Scania, KLM, Unilever, AEGON, CZ, FNV, NRC Media have asked me for advice.

Mapp Digital

Cloud-based digital marketing provider
Mapp Digital provides a customer engagement platform and services for your email, social, mobile and web marketing to optimize customer journeys.
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