Unica Corporation, a global provider of enterprise marketing management (EMM) solutions, announced it has entered into a definitive agreement to acquire Sane Solutions, LLC., a privately-held provider of Web analytics solutions. The purchase price is estimated to be in the range of $26 million to $28 million, consisting of $22.8 million in cash, and the remainder in Unica common stock, assumed liabilities and transaction-related costs.
Sane Solutions had 2005 revenues of approximately $6 million and is a provider of solutions for analyzing online customer behavior and Web traffic. Its flagship product, NetTracker, is differentiated from other solutions with its open architecture, flexible data collection and reporting, and on-premise as well as hosted deployment models. In comparison, most Web analytics providers rely on a proprietary data management approach which limits marketers cross-channel behaviors and to fully close the loop on internet marketing investments. In addition, most Web analytics vendors offer only a hosted model or incompatible combination of hosted and on-premise solutions, precluding users from easily bringing Web analytics in-house as their needs change.
Sane Solutions' has more than 100 enterprise-class customers, including American Honda Motor Co., Inc., Coca-Cola Company, CVS, GEICO Direct, NASA and Old Mutual. The company's other products are the preferred choice of thousands of small and medium-sized businesses. The product is available in English, French, German, Italian, Japanese and Spanish versions, further adding to its appeal to large, global organizations.
Unica's acquisition of Sane Solutions is aimed at the center of powerful industry trends. According to Forrester Research, "sixty-five percent of consumers research online and then purchase offline for a total of $1 billion in offline sales." This multi-channel buying behavior requires marketers to not only track and analyze customer behavior across channels, but also to implement initiatives that deliver the right information to each customer, via the right channels, across the buying process. Integrating Web analytics with the powerful cross-channel analytics, planning, resource management and execution capabilities of Unica's Affinium Suite will allow marketers to integrate their Web and other customer data.
The purchase price for the acquisition is estimated to range between $26 million to $28 million, including $22.8 million in cash, 151,984 shares of Unica common stock which will be placed in escrow; and preliminary estimates for assumed liabilities, including transaction-related costs. These preliminary estimates are subject to revision upon completion of purchase accounting analysis with respect to the transaction. Sane Solutions' co-founders, Jim Rose and Frank Faubert, will join Unica and serve as vice president of internet marketing business development and vice president of internet marketing solutions, respectively.
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