Companies spending their marketing budgets using traditional online, search or social media often need a helping hand when it comes to optimizing their spending. That’s where firms like Coremetrics come into play, improving online ad effectiveness by tracking online and offline customer behavior and tailoring marketing efforts around the data it gathers.
That’s an enticing proposition for companies aiming to more effectively use their online spending, but it’s also caught the eye of IBM, which acquired Coremetrics in a move that adds another element to its cloud-based, software-as-a-service offerings for businesses. Datamation takes a look.
IBM this week said it will acquire Coremetrics, a privately held provider of cloud-based Web analytics applications used to analyze customer interactions online to build more effective and timely social media marketing and advertising 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,” Craig Hayman, general manager of IBM’s WebSphere group, said in a statement.