IBM has agreed to purchase enterprise marketing firm Unica Corporation in a $480m (£308m) deal that will add marketing and customer analysis services to IBM's Software Solutions business.
Unica's services will be offered alongside IBM's business analytics and optimisation consulting platforms.
The deal will allow IBM to purchase Unica stock at $21 (£13.50) per share. IBM is planning to close the acquisition and bring all 500 Unica employees onboard by the fourth quarter of 2010, pending shareholder approval.
The company said that the move will bolster IBM's ability to provide business process management services, and complements the recent acquisitions of web analytics firm Coremetrics and business transaction specialist Sterling Commerce.
"IBM understands the demands on today's organisations to transform core business processes in functions such as marketing with intelligence and automation," said IBM industry solutions general manager Craig Hayman.
"Unica was a clear choice for IBM based on its power to automate a broad set of marketing capabilities and its established reputation for delivering customer success in marketing to organisations around the world."
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