IBM buys automation specialist Unica for $480m

IBM continues its $20bn spending spree with the acquisition of marketing automation software maker Unica, after opening its wallet for other analytics vendors
Written by Larry Dignan, Contributor on

IBM said on Friday that it will buy Unica in a deal worth $480m (£308m). Unica makes marketing automation software.

With the move, IBM adds another software company to its arsenal. The company recently acquired CoreMetrics and Sterling Commerce for their analytics lineups. IBM has said it will spend $20bn on acquisitions through 2015.

Under the terms of the deal, IBM will pay $21 per share in cash for Unica. Unica shares closed at $9.55 on Thursday. IBM said it will take Unica's software to better target marketing efforts and predict consumer behavior.

For more on this ZDNet UK-selected story, see IBM buys Unica for $480 million on ZDNet.com.

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