NEWS9 December 2011

IBM agrees another analytics acquisition

M&A North America

US— IBM is continuing its spending spree on analytics companies, agreeing a deal to buy DemandTec in an all-cash transaction worth approximately $440m.

DemandTec’s cloud-based analytics software is used by businesses to examine different customer buying scenarios, both in store and online, and to spot trends in consumer behaviour and make better pricing, promotion and assortment decisions.

IBM’s general manager of industry solutions Craig Hayman said: “IBM is redefining how brands buy, market, sell and service their customers in ways that their customers want. Bringing science to the art of pricing and promotion is a big part of this strategy, and the combination of DemandTec and IBM will help marketing and sales executives in retail and other industries drive more revenue and increase profitability.”

IBM has spent over $14bn to date acquiring the likes of marketing automation firm Unica, web analytics provider Coremetrics and analytics software developer SPSS.

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