IBM to acquire Unica for $480 million

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Armonk, N.Y.—IBM Corp. continues to push into the marketing automation and consulting arena, announcing today it will acquire marketing management software company Unica Corp. for $480 million.

Unica, based in Waltham, Mass., offers such marketing solutions as NetInsight Web analytics, the Unica 8 Enterprise Marketing suite and Social Media Analytics. It has has more than 1,500 customers, including Bank of Montreal, Best Buy, Cisco Systems, Citrix Systems and Dow Jones & Co.

IBM's acquisition of Unica follows its purchase in June of marketing optimization company Coremetrics Inc. for an undisclosed sum, and its May acquisition of b-to-b e-commerce company Sterling Commerce from AT&T.

Last fall, IBM bought predictive analytics company SPSS Inc. for $1.2 billion, acquiring in the process software that helps companies analyze and forecast marketing and product trends.

Unica's 500 employees will be integrated into IBM's Software Solutions Group, with its software solutions offered via IBM's Business Analytics and Optimization Consulting organization, comprised of some 5,000 consultants and analysts.

The deal is expected to close in the fourth quarter.

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