Consolidation of Marketing Automation companies continue. We will see more of this in the coming months.
IBM Buys Marketing Software Company Unica For $480 Million
Only days after buying DataCap, Big Blue has made another purchase. IBM is acquiring marketing software giant Unica approximately $480 million, or approximately $21 per share. The deal is expected to close in the fourth quarter of 2010.
Unica, a publicly held company that traded on the Nasdaq exchange, develops an enterprise marketing management software that helps companies to manage web marketing efforts, including web and customer analytics, search marketing, email marketing, and website marketing/personalization.