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BtoB

Broadbase to acquire Rubric

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Menlo Park, Calif.--Broadbase Software, a provider of electronic-business software, announced Thursday it has agreed to acquire privately held Rubric, a provider of automated marketing software, in a stock deal valued at about $340 million. With the deal, Broadbase says, it will be able to offer packaged software that allows companies to integrate all customer data and that enables increased targeting and personalization in marketing efforts. Rubric's software also enables automated campaign planning, continuous relationship programs and real-time measurement. Broadbase's analytic software allows customer profiling, media placement recommendation and site personalization.
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