Retailers shift their ad spending from TV, radio and print ads to digital ads.
IBM this week acquired iPhrase Systems, a company that develops software designed to make it easier for consumers to find products on web sites while letting retailers dynamically generate customized web pages.
IBM Corp. this week acquired iPhrase Systems Inc., a company that develops software designed to make it easier for consumers to find products on web sites while letting retailers dynamically generate customized web pages. Terms were not disclosed.
The acquisition broadens IBM’s site search and content management capabilities, IBM said.
"In today`s global economy, looking for information online or in an enterprise doesn`t always produce the results employees or customers have in mind," said Jon Prial, vice president, IBM content management and discovery. "iPhrase`s technology combines a real-time understanding of user queries with application context, guiding people to the most relevant results tailored to their individual needs."
IPhrase brings to IBM a user-friendly interface for easier access to and control of enterprise data, says Matt Brown, senior analyst with Forrester Research. “A marketing person at retailer could specify, for example, that anytime someone searches for a winter jacket, the site will also show a promotion for winter gloves,” he says.
“This will give iPhrase the opportunity to get into larger scale enterprise search accounts,” Brown adds.