Just two months after picking up Web analytics firm Coremetrics, business software and services giant IBM has acquired Unica for $480 million. Unica offers cross-channel marketing communications and operations management, campaign personalization tools, as well as e-mail marketing and Web analytics services.
IBM is gradually building a digital and cross-channel marketing services and analytics powerhouse. The acquisition is in line with IBM’s Coremetrics purchase in June, which the firm said would help it expand analytics services for current clients such as those in retail, financial services, and travel, as well as bring in new clients.
The Unica addition will build on IBM’s offerings in automated marketing management, customer preference analysis, CRM, online marketing, and marketing operations, IBM said in a statement. According to the statement, Unica’s technology will grow IBM’s Business Analytics and Optimization Consulting practice, in which the company has pumped $11 billion worth of acquisitions in a five-year span. Unica’s 1,500 worldwide clients include Best Buy, eBay, ING, and US Cellular.
When IBM announced the Coremetrics deal, the company said it expected to generate $16 billion in business analytics and optimization revenue by 2015. Earlier this year, IBM also acquired Sterling Commerce, an AT&T-owned company that offers an e-commerce platform, as well as B2B collaboration software. The company also purchased predictive analysis and data mining firm SPSS last year, and business intelligence software company Cognos in 2007.
IBM will add Unica’s 500 employees to its Software Solutions team assuming the deal is closed in the fourth quarter of this year, as anticipated.
According to data gathered for the report,‘Communications Infrastructure: The Backbone of Digital,’ 88% of IT professionals and 61% of marketers ranked their company’s current communication infrastructure as 'cutting-edge' or 'good.'
President Trump's digital savvy isn't limited to social media. As it turns out, the Trump Organization owns thousands of domain names, possibly even more than 10,000.
Silicon Valley loves fancy job titles. It’s just something we do, and software and technology lend themselves to it. But it’s not always helpful.
In an often fragmented workplace, where various departments have varying opinions and goals, it can be challenging to get everyone on the same page and make strategy meetings productive.