IBM Buys Marketing Software Company Unica For $480 Million

Only days after buying DataCap, Big Blue has made another purchase. IBM is acquiring marketing software giant Unica approximately $480 million, or approximately $21 per share. The deal is expected to close in the fourth quarter of 2010.

Unica, a publicly held company that traded on the Nasdaq exchange, develops an enterprise marketing management software that helps companies to manage web marketing efforts, including web and customer analytics, search marketing, email marketing, and website marketing/personalization.

Unica, which will be folded into IBM’s Software Solutions Group, has more than 1,500 customers including Best Buy, eBay, ING, Monster, Starwood and US Cellular. IBM says that Unica’s technology will help their clients develop more targeted marketing campaigns. Unica will be folded into , which includes a range of industry-focused offerings. Interestingly, IBM also said that recently acquires software companies Coremetrics and Sterling Commerce will also be bundled with Unica’s offering to customers.

This year alone, Big Blue has acquired Big Fix, Coremetrics, Sterling Commerce, Cast Iron Systems, Initiate and Intelliden.

Unica was also on a bit of an acquisition tear this year, buying MakeMeTop and Pivotal Veracity.