Understanding IBM's Plan To Support Online Marketing, Advertising

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

MediaPost, 9/3/10

IBM Software Group’s strategy to support marketing services for companies and agencies continues to take shape as Big Blue waits for Unica to join the company, pending regulatory review. It should close by the end of 2010.

In August, IBM announced its intention to acquire the company for $21 per share in cash or a net price of approximately $480 million to build out tools that analyze and predict customer preferences and develop more targeted marketing campaigns. Behavioral targeting will become another service it will provide.

Unica serves more than 1,500 clients such as WPP, Best Buy, eBay, ING, Monster.com, Starwood and US Cellular to help improve marketing and brand awareness. Through the Coremetrics acquisition, IBM clients can tap Web analytics to measure the effectiveness of their marketing campaigns and the shopping habits, likes and dislikes of their customers.

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