IBM said Tuesday that it will acquire Coremetrics, a privately held Web analytics company.
With the move, IBM enters the Web analytics fray. Coremetrics focuses on everything from social media to marketing optimization to cross-channel retail sales tracking. Coremetrics counts Bank of America, Enterprise, Kraft, Virgin Atlantic, Costco, QVC and others as customers.
According to IBM, Coremetrics will give the company the ability to better track consumer interactions via a software as a service model.
Coremetrics' software portfolio includes Web and mobile analytics, targeted email and advertising tracking and other reporting and benchmark tools. IBM said it will add Coremetrics to its business analytics offerings. Overall, Coremetrics will ride shotgun with IBM's existing WebSphere, information management and analytics software.
Coremetrics' 230 employees will be integrated into IBM and the deal is expected to close in the third quarter.
Source: IBM statement.