International Business Machines Inc. (IBM) last Friday reached an agreement to purchase marketing software developer Unica for around $480 million in cash, amounting to $21 per share.
Unica develops web analytics software, and other marketing and advertising related platforms, which was an area IBM wanted to expand its business. “IBM understands the demands on today’s organizations to transform core business processes in functions such as marketing with intelligence and automation,” said Craig Hayman, general manager at IBM Industry Solutions in a statement.
“Unica was a clear choice for IBM based on its power to automate a broad set of marketing capabilities and its established reputation for delivering customer success in marketing to organizations around the world.” Unica has 1,500 customers around the world and employs roughly 500 people.
