IBM has agreed to purchase web analytics firm Coremetrics in a move designed to add new intelligence and analysis tools to the IBM business analytics line.
California-based Coremetrics specialises in tools and services used to gather and analyse customer feedback and social networking data, often in connection with marketing campaigns.
IBM plans to integrate the company into its application and integration middleware group, and offer the tools as part of its business analytics platform.
"With this acquisition, we are extending our capabilities to give clients greater insight about customer behaviour and sentiment about products and services, and give true foresight into their future buying patterns," said Craig Hayman, general manager for IBM WebSphere.
"Marketing departments can benefit from these capabilities very quickly because we are delivering this in a software-as-a-service model."
The deal is expected to close in the third quarter of this year. Coremetrics is a privately held company, and financial terms of the deal were not disclosed.
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