Menu
IBM buying Unica for US$480 million

IBM buying Unica for US$480 million

IBM said on Friday it intends to purchase marketing software maker Unica for roughly US$480 million, in a move that will boost Big Blue's capabilities for creating focused marketing campaigns. The deal is expected to close in the fourth quarter of this year.

Unica has more than 1,500 customers, including major retailers like Best Buy and telecoms such as US Cellular, IBM said.

IBM's announcement follows its recent purchase of Web analytics vendor Coremetrics. Unica's software will work in concert with Coremetrics' technology as well as IBM's WebSphere Commerce platform.

The company's goal is to help customers generate a "consistent and relevant cross-channel brand experience to promote customer loyalty and satisfaction," according to a statement.

Vendors such as Adobe are making similar moves. In support of its "customer experience management" strategy, Adobe has purchased Web analytics provider Omniture and more recently, Web content management vendor Day Software.

Marketing specialists are "challenged to meet the priorities of the CEO," and need to more effectively understand how their customers are segmented in order to build loyalty among them, said Craig Hayman, general manager of IBM industry solutions, during a conference call.

IBM's move to buy Unica will help round out a portfolio of software that captures the "digital transformation" chief marketing officers and service providers face, said Altimeter Group analyst Ray Wang.

"You start with key assets such as Coremetrics that provide insight, you leverage Unica for marketing automation, and you conduct commerce through Sterling Commerce," another recent IBM acquisition, Wang said.

It's unlikely that IBM will get into sales force automation capabilities sold by the likes of Salesforce.com, since that segment is largely commoditised and doesn't present much in the way of services revenue, Wang said.

For his part, Hayman said IBM is focused more on the market for integrating CRM applications with others, evidenced by its recent purchase of data integration vendor Cast Iron Systems.


Follow Us

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.

Tags IBMinternational news

Featured

Slideshows

EDGE 2018: Kiwis kick back with Super Rugby before NZ session

EDGE 2018: Kiwis kick back with Super Rugby before NZ session

New Zealanders kick-started EDGE 2018 with a bout of Super Rugby before a dedicated New Zealand session, in front of more than 50 partners, vendors and distributors on Hamilton Island.‚Äč

EDGE 2018: Kiwis kick back with Super Rugby before NZ session
EDGE 2018: Kiwis assess key customer priorities through NZ research

EDGE 2018: Kiwis assess key customer priorities through NZ research

EDGE 2018 kicked off with a dedicated New Zealand track, highlighting the key customer priorities across the local market, in association with Dell EMC. Delivered through EDGE Research - leveraging Kiwi data through Tech Research Asia - more than 50 partners, vendors and distributors combined during an interactive session to assess the changing spending patterns of the end-user and the subsequent impact to the channel.

EDGE 2018: Kiwis assess key customer priorities through NZ research
Show Comments