IBM to purchase Unica Corporation for $480 million


(Photo: Kansir/Flickr/CC-BY)

In an effort to help the technology giant provide customers effective tools to create more focused marketing campaigns, International Business Machines Corp. has announced it will buy marketing software maker Unica Corp. for $480 million. IBM, which recently purchased Web analytics vendor Coremetrics, is offering Unica holders $21 a share. According to the Wall Street Journal, that’s more than double Thursday’s closing value and the highest level the stock has ever seen.

IBM and Unica join forces

IBM’s goal is to help customers generate a “consistent and relevant cross-channel brand experience to promote customer loyalty and satisfaction,” as outlined in a statement, says PC World. And shifting to higher-margin software business to maintain profit growth appears to be the company’s main strategic focus. Currently there are about 500 Unica employees, all of whom will be incorporated into IBM’s software division, where IBM believes Unica’s software for marketing organizations will offer an exceptional advantage to its business-analytics and consulting unit.

About Unica Corporation

A recognized leader in marketing software solutions, Unica Corporation has been around for almost two decades. Founded in 1992, the company is based in Waltham, Mass., with additional offices located in other parts of the nation and worldwide. It is one of England’s fastest growing technology companies. The company reported total revenue of $30.7 million for the third quarter fiscal 2010, which ended June 30, 2010. That shows a 14 percent increase compared to the third quarter of fiscal 2009.

New movement appears promising

Unica has about 1,500 customers, which includes major retailers like BestBuy, eBay and ING. All its customers will soon become IBM customers once the acquisition is finalized. Unica CEO Yuchun Lee said he believes the new movement will help IBM improve all types of businesses, big and small. IBM officials are planning to discuss the Unica acquisition in further detail during a conference call Friday. The deal is expected to close in the fourth quarter of this year.

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