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IBM adds marketing automation firm to its middleware portfolio

IBM has expanded its IT transformation services with the acquisition of Unica, a company specialising in cross-channel marketing automation.

IBM has expanded its IT transformation services with the acquisition of Unica, a company specialising in cross-channel marketing automation.

Unica provides technology which aims to help marketing people manage marketing planning and execution to help them analyse customer preferences.

The acquisition expands IBM's portfolio of industry software designed to help companies automate, manage, and improve core business processes across marketing, demand generation, sales, order processing and fulfilment.

IBM said the Unica acquisition follows on from the £1.4bn acquisitions of business-to-business integration firm Sterling Commerce and its purchase of web analytics firm Coremetrics.

All three acquisitions fit within IBM's WebSphere middleware portfolio.

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