Unica Becomes Another IBM Acquisition
ADOTAS – No one would blame you if you lately mistook IBM for Google — the former seems to be taking tips from the latter in its latest shopping spree.
With the recent Coremetrics and Sterling Commerce deals finalized and acquisition of document capturing software vendor Datacap announced on Tuesday, IBM has gone to the market again and purchased marketing software maker Unica for $480 million cash. Once Unica shareholders and regulatory branches approve, the deal should close in the fourth quarter and Unica’s 500 employees will be integrated into IBM’s Business Analytics and Optimization Consulting division.
More than 1,500 customers use Unica’s marketing software to deliver targeted marketing and manage consumer relationships. IBM believes the acquisition will expand its services to better predict consumer behavior and produce better targeted marketing campaigns.
“Unica was a clear choice for IBM based on its power to automate a broad set of marketing capabilities and its established reputation for delivering customer success in marketing to organizations around the world,” commented Craig Hayman, general manager of IBM Industry Solutions.
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