IBM (NYSE: IBM) and Unica Corporation announced the companies have entered into a definitive agreement for IBM to acquire Unica and its marketing software solutions that focuses on execution and management to achieve improved marketing effectiveness. According to this report on CRM Buyer, marketers across all industries are focusing on automating some or all of their marketing process and campaigns.
"In its joint press release with Unica, IBM specifically highlights that this acquisition 'will expand IBM's ability to help organizations analyze and predict customer preferences and develop more targeted marketing campaigns.' Unica's solutions enable companies to incorporate customer and Web analytics data with centralized decision making and integrated marketing operations to execute cross-channel campaigns throughout multiple mediums such as email or social media. By applying these types of software tools to program management and execution, companies can achieve a greater return on investment from their marketing dollars by delivering campaigns that use insight into customer behavior."