Broadbase broadens base with acquisition

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Broadbase Software Inc., Menlo Park, Calif., said Tuesday that it will purchase e-commerce marketing service company Aperio Inc. for about $25.3 million in stock. The move will join Broadbase's analytical tools for marketers with Aperio's ability to roll out custom-designed customer relationship management (CRM) systems for very large corporations. Terms of the transaction call for Broadbase to issue 270,000 shares of common stock for privately held Aperio, based in Natick, Mass. CEOs of the two companies said the plan to work on systems that will allow corporate marketers to deliver campaigns across every point of contact with a customer, including direct mail, the Web, print, TV, radio and environmental campaigns.
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