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IBM Antes Up for Marketing Applications by Acquiring Unica

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In a second move indicating its seriousness about competing in the market for marketing software, IBM announced its offer to acquire publicly traded Unica Corp. Unica is one of the larger providers in this space, with more than $100 million in annual revenue and 1,500 customers worldwide. Its success in very large marketing organizations, including brand-name customers Best Buy, Marriott and IBM itself, enabled it to be one of the few that has continued to grow in the challenging economic environment. It provides enterprise marketing automation and analytics software in both on-premises and on-demand forms. Unica had grown significantly in sales to business-to-consumer (B2C) companies, competing against Eloqua, SAS Institute and Infor’s CRM product, which was derived from its acquisition of Epiphany and has advanced since then (See:  “Infor Launches Innovative E-mail Management”).

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