IBM to acquire web analytics firm Coremetrics

To expand its business analytics capabilities

IBM has agreed to acquire privately-held web analytics software firm Coremetrics, to expand its business analytics capabilities by enabling organisations to use a cloud-based delivery model to gain real-time insight into consumer interactions internally and through social media networks to develop more targeted marketing campaigns.

IBM said that the acquisition will increase its ability to help businesses gain intelligence into social networks and online media sources through a cloud-based delivery model and incorporate this insight into their business processes to create smarter, more effective marketing campaigns.

Through Coremetrics offerings, marketing teams can gain insight about their consumers and present personalised recommendations, promotions and other sales incentives across various channels where consumers interact with their brand.

Coremetrics software complements IBM's existing software and services portfolio of offerings from WebSphere, information management and business analytics and optimisation. Upon closing the deal, the company will become part of IBM's application and integration middleware portfolio that facilitates transaction processing on the web.

Craig Hayman, general manager of IBM WebSphere, said: "With this acquisition, we are extending our capabilities to give clients greater insight about customer behaviour and sentiment about products and services, and give true foresight into their future buying patterns.

"Marketing departments can benefit from these capabilities very quickly because we are delivering this in a software-as-a-service model. The combination of IBM and Coremetrics will maximise marketing expenditures and also make the buying experience more convenient, personal and interactive for consumers."

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