IBM Acquires Unica

While much of the mainstream press is focused on the recent scandals atHP concerning their former CEO Mark Hurd, IBM has quietly purchased enterprise marketing software company Unica for a reported $480M. This follows IBM's recent acquisition of Web analytics provider Coremetrics, signaling Big Blue's continued interest in consolidating and strengthening their already solid position in the Web services sphere. IBM's immediate plans for Unica aren't entirely clear at this point. But the merger will allow the venerable technology firm the ability to offer even more focused and effective marketing campaigns and services to a variety of clients in all spheres of commerce.

Specifically, IBM is spending $21 per share to take control of Unica and their high-profile list of marketing clients which includes names like Best Buy, eBay and US Cellular. IBM hopes to use leverage Unica's resources and existing customer relationships to provide cutting-edge CRM applications and services. The two companies have worked together in the past, so the IBM brass are well aware of how effective Unica's software solutions can be. All in all, the merger makes sense for both parties. Unica gets more than a fair price for the sale, and IBM gets control of innovative software tools like Unica's NetInsight, amongst others.

IBM already boasts the impressive WebSphere Commerce platform, which will only be strengthened by their recent acquisitions of Unica and similar software concerns. In addition, IBM plans on shelling out over $20 Billion by 2015 to snatch other software providers in the Web Services industry. One concern voiced by many industry analysts, however, is that IBM will lose out on the business of many smaller companies who won't be able to afford expensive marketing software from the likes of Unica and their ilk. Lower-level firms will no doubt opt for cheap or even free open-source marketing solutions.

Founded in 1992, Unica has since become the most recognized name in marketing automation software for multinational corporations who rely heavily on the web for raising revenue and brand awareness. With headquarters in Waltham, Massachusetts, they maintain additional branch offices in over half a dozen countries around the globe. Possibly the most lucrative and forward-thinking segment of Unica's business is their Interactive Marketing OnDemand. Unica's services allow businesses the ability to hone their advertising efforts to specific segments of their consumer base to obtain the maximum return on investment for their efforts.

When it comes to providing the full range of Web Services, from Data Center infrastructure and management to online marketing, IBM appears to be well positioned to increase their already substantial market share in the coming years. Their acquisition of other companies such as Cast Iron Systems, a well-respected data integration provider, is part of a complete long-term strategy of dominating what many see as the future of E-commerce. Increasingly, the field of online business will rely on accurate feedback and data analysis, as well as well-crafted marketing campaigns aimed as specific niche demographics. Having access to the expertise and knowledge of innovators like Unica can only help IBM succeed in the cutthroat arena of online marketing.

Unica Announces Financial Results - Web Analytics Industry Seems Recession Proof

Unica announced their financial results for this quarter and it's quite interesting:

" For the quarter ended June 30, 2008, the company reported total revenue of $33.3 million, an increase of 46% compared with the third quarter of fiscal 2007. Perpetual license revenue was $12.1 million, an increase of 71%, subscription revenue was $3.6 million, an increase of 73%, and maintenance and services revenue was $17.5 million, an increase of 28%, each compared to the third quarter of fiscal 2007. For the quarter ended June 30, 2008, maintenance revenue on perpetual licenses was $11.3 million, an increase of 12% from the prior year quarter, and services revenue was $6.2 million, an increase of 74% from the prior year quarter."

I am pretty astonished by these numbers. Unica is certainly a great system, but having such a strong growth backs the guest post on Webanalyticsdemystified, which pretty much tells us that the industry is recession-proof.

Interview Rand Schulman, Unica

Stonetemple's Eric Enge interviews Rand Schulman, GM at Unica. Rand is considered by many a new marketing and media pioneer and innovator. In 2005 he was named one of the Top 100 BtoB marketing executives by BtoB Magazine. He is regularly quoted in the WSJ, Investors Business Daily and Business Week and in numerous marketing & media publications, including AdWeek, and Advertising Age. He is a founder and past board member of the Web Analytics Association. Here the complete interview.

Marketing - What's next?

Unica announces another webniar about the hottest trends in online marketing.

Topics include:

  • -Embracing a customer in control
  • -Collaborating offline and online marketing to strengthen cross-channel marketing
  • -Establishing a marketing system of record to solve operational problems to foster integration, visibility, speed to market, and marketing ROI

Registration is free and can be done here. Webcast takes place Wednesday, April 11, 2007 11:00 AM ET/ 8:00 AM PT

Webanalytics 2.0 webcast

Unica webanalytics Unica sponsors another webcast with Suresh Vittal

of Forrester Research and Steve O’Brien of Unica®

Suresh and Steve present actionable insights for today's innovative enterprise marketers. Marla Chupack will be the moderator.

This webcast will be held Thursday, April 5, 2007 10:00 am Pacific Daylight Time (GMT -07:00, San Francisco) and focus on how marketers can overcome Web 2.0 challenges, combine new consumer engagement channels into their overall marketing mix, and leverage web analytics information to enhance their enterprise marketing management and improve their ROI What you'll learn how to:

* Integrate web analytics 2.0 into your overall enterprise marketing management strategy

* Develop a framework for measuring consumer behavior

* Incorporate social interactions into your customer lifecycle analysis

* Identify meaningful key performance metrics for your enterprise

* Use web analytics information to take action and improve Web 2.0 initiatives

If you don't have time, just enroll anyways, b/c you will get a whitepaper ‘How Today’s Marketers Can Anticipate, Understand, and Help Their Companies Profit from the Web’s Transformation’ as a bonus.