Big Blue buys marketing software outfit

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Big Blue buys marketing software outfit

Alex Scroxton

IBM has put $480m on the table to acquire privately-held marketing software business Unica in an all cash deal.

Unica, which boasts 1,500 global customers including eBay and recruitment website Monster, adds additional marketing software capabilities to IBM's portfolio.

"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, 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," he added.

Unica's 500, primarily US-based, employees will be integrated into IBM's Software Solutions Group, where it will sit alongside the Business Analystics and Optimisation Consulting organisation.

Subject to shareholder and regulatory approval, the deal is set to close during calendar Q4.

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