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Posted by Joseph Stanhope on August 13, 2010
I’m pleased to join forces this afternoon with my colleague and Customer Intelligence Practice Leader Suresh Vittal for a joint blog post on the very interesting IBM announcement this morning that it will buy Unica for US$480 million (greater than 100% premium on its previous day close). Suresh has covered Unica for many years in the enterprise marketing space, and I cover them from the Web analytics and online marketing suite perspectives. So besides a striking outcome for Unica’s shareholders, this deal impacts many marketers and customer intelligence professionals. After all, Unica is the preeminent provider of campaign management software and a leading provider of marketing operations, Web analytics, and interaction management solutions.
So let’s walk through some of the implications of this deal:
This transaction was only announced today, and as you can see we have some answers, and even more questions outstanding. The synergies between IBM and Unica are exciting and make a lot of sense, but challenges to successful execution remain. We’ll get more information after the transaction closes, per standard operating procedure for a deal of this nature. What are your impressions, and how do you think this will play out in the long term?
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