IBM is acquiring enterprise and cloud-based marketing software solutions that help businesses streamline and automate marketing processes, and understand and predict customer preferences. Through both the Unica and Coremetrics acquisitions, IBM will enable its clients to develop more relevant and targeted communications while minimizing marketing expenditures. In today's highly interconnected global business environment, customer insight is a top priority for organizations in all industries. Among the highest performing companies globally, 95 percent say that getting closer to the customer is key to achieving their business goals, according to a recent IBM study of 1,500 CEOs. In order to deliver on this priority, businesses must gain a deeper understanding of customer behaviors and preferences, which they can then use to create more effective and relevant marketing communications and customer experiences.
Unica has helped more than 1,500 organizations around the world to better analyze customer preferences and trends, predict customer buying needs and execute and measure relevant cross-channel marketing campaigns. Among Unica's client roster are industry leaders such as Best Buy, eBay, ING, InterContinental Hotels Group, Monster, and US Cellular. "The market has been responding very favorably since IBM announced its intent to acquire Unica in August," said Yuchun Lee, CEO of Unica. "Over the past year, Unica added nearly 450 customers, including many industry leaders like Air France, Autodesk, Hilton Hotels, O2, Qualcomm, and United Airlines."
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