March 9, 2006, 12:00 AM

Unica to acquire analytics company Sane Solutions

Enterprise marketing management solutions provider Unica Corp. has entered into an agreement to buy analytics provider Sane Solutions. The deal is valued in the range of $26 million to $28 million.

Paul Demery

Managing Editor, B2B E-commerce

Analytics provider Sane Solutions LLC has agreed to be acquired by enterprise marketing management solutions provider Unica Corp. The cash and stock deal is valued in the range of $26 million to $28 million.

The combination creates a single source for web analytics and cross-channel marketing software, and supports what is an increasingly integrated cross-channel approach to marketing at multi-channel retailers. Unica’s solution already provides marketers with campaign attribution across channels, but the integration of Sane Solution analytics will also pull clickstream data into the analysis, says Carol Meyers, Unica’s chief marketing officer.


“We are not now pulling in click date very often, because a lot of the solutions are closed, hosted somewhere else, and in someone’s proprietary database. We will now be able to provide this as an integrated solution and take advantage of open data models we both have – we will create some of these integrations out of the box,” Meyers says.


For example, she says, if a consumer looks online, then buys at a call center, many web analytics packages, because they are outsourced and work off their own proprietary database, can’t link those two events. The integration of the two solutions will in the future give marketers the ability to say, “I ran this SEO or PPC campaign, which brought this consumer to my web site, and they didn’t buy then, but they actually bought a day later via the call center,” she adds.

Meyers notes that predictive and data-mining algorithms built into the solution will be able to detect customer behavior in a way that can be acted on: for instance, determining whether it produces better results to wait for a day versus following up on an abandoned shopping cart immediately. “It gives marketers a complete way of not just identifying the information, but actually using it in an automated fashion,” she says.




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