Teradata, the big data analytics and marketing applications company, has acquired the Tel Aviv mobile-marketing-automation startup, Appoxee, for a reported $20 million.

Appoxee is expected to accelerate Teradata Marketing Applications’ growth in the digital marketing space by providing a full range of mobile capabilities, particularly in the area of omnichannel marketing and real-time customer interaction.

“Combining our mobile marketing automation expertise with Teradata’s industry-leading marketing applications will empower marketers to create insights to better connect them with individuals.  We all know that the world is increasingly connected through our mobile devices, and together, Appoxee and Teradata are going to help marketers have more individualized conversations with their customers,” Itay Levy, CEO of Appoxee, wrote on the company’s blog.

“By adding Appoxee’s leading mobile marketing solutions, we’re further helping our customers use data to know more about their customers’ true preferences, and do more to realize the benefits of individualized data-driven marketing,” Darryl McDonald, president of Teradata Marketing Applications, said in a statement.  “This investment underscores our commitment to continuously expand our capabilities in individualized digital marketing to benefit Teradata Marketing Applications customers throughout the world.”

Appoxee was founded in 2011. The company will now form Teradata’s research-and-development center in Israel.