Melissa Campanelli's The View From Here: What the IBM/Coremetrics Deal Means for Marketers
Arguably the biggest news of the week in the online marketing world was the announcement that IBM, the granddaddy of technology companies, will acquire Coremetrics, a leader in web analytics software.
The acquisition will enable Big Blue to help its customers gain intelligence into social networks and online media sources through a cloud-based delivery model. Then, they can incorporate this insight into their processes to create smarter, more effective marketing campaigns.
“With this acquisition, we are extending our capabilities to give clients greater insight about customer behavior and sentiment about products and services, and give true foresight into their future buying patterns,” said Craig Hayman, general manager, IBM WebSphere, in a press release.
This isn’t the first time a large technology company catering to enterprises has purchsed a web analytic company in an effort to expand their online marketing offerings.
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