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IBM Purchases Unica for $480M

IBM

IBM, one of the world’s largest tech companies, has announced the acquisition of Unica Corporation in a deal worth approximately $480 million. IBM’s acquisition of the marketing automation software maker is valued to be about $21 per share.

This move will add to the string of purchases that the tech giant has done over the past few months to further strengthen its operations. In the last few months, IBM has acquired Storwize, a real-time primary data compression and storage service provider; Sterling Commerce, an integrated solution and business applications provider; and Coremetrics, an advanced online web analytics company.

The company has allotted around $20 billion dollars for acquisitions from now until 2015. So these four deals are basically just the tip of the iceberg for the company’s dealings.

The merging of Unica will help IBM boost its ability to help its customers analyze further their customer’s preferences and come up with better targeted marketing ads and campaigns. Unica’s software will be used side by side with that of Sterling Commerce and Coremetrics’ which will allow IBM’s customers to greatly optimize business processes across all sectors of their companies.

IBM understands the demands on today’s organizations to transform core business processes in functions such as marketing with intelligence and automation,” remarks Craig Hayman, General Manager of IBM Industry Solutions.

He further adds that the company chose to partner up with Unica because of its power to automate a wide set of marketing capabilities which will definitely increase their customer’s chances to stay competitive in their industries.

Although the deal is still subject to Unica shareholder’s approval, it is expected to be done by the end of 2010.

The 500 employees that Unica currently have will be integrated to IBM’s Software Solutions Group. IBM will also be inheriting Unica’s broad range of customers, most notable of which are Best Buy, eBay, Monster, and ING. The Software Solutions Group will be working hand in hand with IBM’s Business Analytics and Optimization Consulting Organization, a 5,000-strong team of consultants and an analytics solutions centers network.

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