Photo of an IBM building
IBM is purchasing yet another business. CC by alui0000/Flickr

International Business Machines Corp. has confirmed plans to purchase Unica Corp., a marketing software maker, for $480 million in an effort to help the technology giant provide customers with effective tools to create more focused marketing campaigns. IBM, which made the recent purchase of Web analytics vendor Coremetrics, is offering $21 a share to Unica holders. That’s more than double Thursday’s closing value and, according to the Wall Street Journal, is at the highest level the stock has ever seen.

The collaboration of IBM and Unica

PC World reports that IBM’s goal is to provide advanced customer assistance by generating a “consistent and relevant cross-channel brand experience to promote customer loyalty and satisfaction,” as outlined in a statement. And the company’s main strategic focus is the shift to higher-margin software business in order to maintain profit growth. Unica currently has about 500 employees, all of whom will be included in IBM’s software division, where the company believes that with the help of Unica’s powerful software, its business-analytics and consulting unit will grow stronger with exceptional advantages.

Unica Corporation

In business for the past two decades, Unica Corporation is a recognized leader in marketing software solutions. Based in Waltham, Mass., the company was founded in 1992 and now has several offices located in many parts of the nation and worldwide. It is one of the fastest growing technology companies in England. A total revenue of $30.7 million was reported in its third quarter fiscal 2010, ending June 30, 2010. Compared to the third quarter of fiscal 2009, that’s a 14 percent increase.

New movement shows high potential growth

Unica Corporation has about 1,500 customers, including big names such as Best Buy, ING and eBay. Once the acquisition is finalized, however, they will all become IBM customers. The new movement, as stated by Unica CEO Yuchun Lee, will help perk up improvements with all types of businesses associated with IBM. During a conference call Friday, IBM officials planned to discuss further details regarding the Unica acquisition. The deal will likely be closed in the fourth quarter of this year.

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