IBM has completed the acquisition of Massachusetts -based Unica, a provider of marketing software offerings.
IBM said that through Unica, it is acquiring enterprise and cloud-based marketing software offerings that help businesses streamline and automate marketing processes, and understand and predict customer preferences.
With the closing of this acquisition, around 500 Unica employees will join IBM’s Software Solutions Group.
In addition, through both Unica and Coremetrics acquisitions, IBM will enable its clients to develop relevant and targeted communications while minimising marketing expenditures.
IBM Industry Solutions Group general manager Craig Hayman said, together, the Unica and Coremetrics acquisitions help deliver customer insight to clients demand, along with measurable results they are seeking across sales channels.
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