IBM to Acquire Online Behavioral Tech Firm Silverpop

In the US, IBM is to acquire behavioral marketing technologist Silverpop for an undisclosed sum.

Silverpop's Engage solution offers profiles of individual consumers by capturing and storing demographic and psychographic data, as well as data on online and off-line behavior across 'all' digital channels, devices and platforms. Last year, the firm launched a system called Universal Behaviors, which provides access to a live stream of real-time consumer actions which can be analyzed and then used to build individual targeted campaigns.

IBM says the acquisition, which is expected to close in the second quarter of 2014, will accelerate its leadership in cloud-based marketing automation.

Silverpop CEO Bill Nussey (pictured) comments: 'By engineering a solution that uniquely delivers personalization through automation, our team has solved one of the most complex challenges facing marketers today. Combined with the power of IBM's portfolio and worldwide partner ecosystem, we can advance our mission to help organizations build customer relationships one at a time on an even grander scale.'

Web sites: www.ibm.com and www.silverpop.com .