Healthcare // Analytics
News
8/13/2010
02:40 PM
Connect Directly
Google+
LinkedIn
Twitter
RSS
E-Mail
50%
50%

IBM To Buy Marketing Management Firm Unica

Campaign analysis and automation firm will stoke competition with SAS, Teradata and Adobe.

IBM announced Friday a definitive agreement to buy Unica Corporation, a Waltham, Mass.-based provider of software and on-demand services for analyzing and delivering targeted marketing campaigns.

Pending Unica shareholder approval, the $480 million cash-for-stock deal will bring IBM expertise and technology for predicting customer preferences and developing personalized marketing campaigns into the IBM portfolio. The assets are seen as complementing IBM's earlier acquisitions of ILog for business-rule and optimization technology, SPSS for analytics, Sterling Commerce for order management and Coremetrics for Web analytics.

"Companies are increasingly investing in technology to automate and manage the process of marketing planning and execution," said Craig Hayman, general manager of IBM Industry Solutions. "[Combining Unica] with Coremetrics, Sterling Commerce, SPSS and ILog, you can see how we're now able to connect outbound marketing campaigns all the way through to order management and distribution centers."

Unica has more than 1,500 customers, including Best Buy, eBay, ING, Monster, Starwood and US Cellular. The company's customer list is studded with large firms, but CEO Yuchun Lee says Unica Enterprise software and the Unica On-Demand service are also used by small and midsize firms to make better use of available marketing funds.

"Organizations around the world now spend around $2 trillion on marketing each year, and most of that money is wasted," said Lee, who will join IBM and continue to lead Unica. "With the customer's previous purchase transactions and their behavior, we can understand what they're really looking for."

Best Buy uses Unica's software to analyze and target messages across channels. If the company sees that an affinity-club customer has researched home theater equipment at BestBuy.com, it can tailor e-mail or direct mail campaigns to highlight these systems. And if a customer purchased a smart phone at a store or online, the next campaign might highlight Bluetooth headsets. Beyond obvious product and behavior associations, Unica can also refine messaging for customer personas and segments such as affluent suburban moms or affluent urban males.

Unica's primary competition is a hodgepodge of manual methodologies, Lee said, but he noted "niche" competitors including SAS and Teradata in campaign management and Adobe (Omniture) in Web analytics.

The Unica deal is an acknowledgement that IBM needed to "fill a gap" in its portfolio, said SAS Director of Worldwide Marketing, Jonathan Hornby, in a statement. "IBM is late entering an already mature market and won't be ready to execute against it any time soon," he said.

Hayman said IBM already had partnerships with Unica and is poised to help it penetrate fast-growing markets outside of North America and Europe, where the firm currently does most of its business. Once the deal is completed, Unica's 500 employees will be integrated into IBM's Software Solutions Group and will remain in the Boston area. Hayman said IBM is now the third-largest technology employer in Massachusetts.

Comment  | 
Print  | 
More Insights
Comments
Newest First  |  Oldest First  |  Threaded View
21cssindia
50%
50%
21cssindia,
User Rank: Apprentice
12/13/2013 | 4:29:19 AM
IBM UNICA
IBM AIX Admin Online Training
    IBM AS/400 Online Training
    IBM AWM Online Training
    IBM BPM Online Training
    IBM eMessage Online Training
    IBM Unica Interact Training Plan
    IBM Unica online training
21st Century providing Online training and support on All Technologies. If you are seeking training and support you can reach me on 91-9000444287. Online training by real time Experts. Call us 001-309-200-3848 for online training

http://www.21cssindia.com/courses/ibm-unica-campaign-module-online-training-57.html
 
Big Love for Big Data? The Remedy for Healthcare Quality Improvements
Big Love for Big Data? The Remedy for Healthcare Quality Improvements
Healthcare data is nothing new, but yet, why do healthcare improvements from quantifiable data seem almost rare today? Healthcare administrators have a wealth of data accessible to them but aren't sure how much of that data is usable or even correct.
Register for InformationWeek Newsletters
White Papers
Current Issue
InformationWeek Must Reads Oct. 21, 2014
InformationWeek's new Must Reads is a compendium of our best recent coverage of digital strategy. Learn why you should learn to embrace DevOps, how to avoid roadblocks for digital projects, what the five steps to API management are, and more.
Video
Slideshows
Twitter Feed
InformationWeek Radio
Archived InformationWeek Radio
A roundup of the top stories and community news at InformationWeek.com.
Sponsored Live Streaming Video
Everything You've Been Told About Mobility Is Wrong
Attend this video symposium with Sean Wisdom, Global Director of Mobility Solutions, and learn about how you can harness powerful new products to mobilize your business potential.