IBM acquires Silverpop to boost its online marketing personalization products

Silverpop builds profiles of individuals and crafts promotions to target them

Continuing its run of digital marketer acquisitions, IBM has announced its purchase of Silverpop, which specializes in managing personally-customized Internet promotions.

Silverpop assembles profiles of individuals from social media sites, Web usage, email and other digital signals. It then can craft personalized offers and promotions based on these profiles. It can target both the business and consumer markets.

IBM plans to integrate Silverpop's technologies into its own marketing services.

"The acquisition is about delivering on mass personalization at scale and identity," wrote R "Ray" Wang, principal analyst and founder of Constellation Research, in an email he sent to reporters. "While IBM has an army of assets in play for marketing, the reality is that you need mass personalization at scale to deliver on relevancy and context."

Silverpop has 8,000 customers worldwide, including Mazda, Stonyfield Farm and Advanced Micro Devices.

Of particular interest to IBM is how Silverpop's technology can identify and understand the needs of individuals based on digital behavior.

For instance it can identify individuals interested in college savings plans based on their use of a college savings calculator. Technology early adopters can be identified by their browsing habits, and their history of tuning into webinars or downloading white papers.

IBM has amassed quite a bit of digital marketing technology and talent over the past few years. In 2012, the company acquired customer experience software vendor Tealeaf.

In 2010, IBM purchased marketing software provider Unica for US$480 million. It also purchased marketing analysis software provider Coremetrics that year.

Silverpop's technologies will be folded into the Enterprise Marketing Management portfolio of the IBM Software Group.

IBM did not disclose the financial terms of the deal, which the company expects to close by the middle of the year.

Joab Jackson covers enterprise software and general technology breaking news for The IDG News Service. Follow Joab on Twitter at @Joab_Jackson. Joab's e-mail address is Joab_Jackson@idg.com

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

Innovations in retail will bring creative and technology closer than ever

While approaching a customer in a shop and asking what you can help them with is Retail 101, how many of us actually enjoy being approached? Generally, you have to give the forced, fake smile and say, “Just browsing, thanks,” while screaming on the inside, “just leave me alone!” Maybe it’s just me?

Jason Dooris

CEO and founder, Atomic 212

There’s a brand in my digital soup

Not a day passes by in the life of business executives where digital innovation or the prospect of disruption is not front of mind. This in turn, drives an unrelenting flow of questioning, discussion and strategy papers.

Jean-Luc Ambrosi

Author, marketer

Can marketers trust agencies again?

Unless you’ve been marketing under a rock, you’ll probably have questioned whether your media agencies are offering you transparency.

Nic Halley

Founder and managing director, Mindbox

Minor correct Nadia, just wanted to clarify that the "Marketo consultants" that did this work, were actually Hoosh consultants

Fab Capodicasa

What it's taking for Edible Blooms to grow a stronger personalisation strategy

Read more

Im not surprise though, been in the industry for couple of years and I feel and see it with my tow eyes how eCommerce platforms innovated...

Jason Smith

Australia Post earmarks $20m for Australian ecommerce innovation investment

Read more

For marketers that are "going Agile" I recommend using Ravetree. It's a really powerful suite of tools for Agile project management, reso...

Janice Morgan

7 ways to run your marketing department like a software startup

Read more

Over the years very part of our lives has become technological. That’s why I am not surprised to see that Australian home loans are going...

GreatDayTo

Why Aussie Home Loans is embracing digital transformation

Read more

Please be alerted eHarmony is a 17+ years old obsolete site. eHarmony is only supported by a big marketing budget and not by serious scie...

FernandoArdenghi

CMO interview: eHarmony CMO reveals what it takes to foster great team relationships

Read more

Latest Podcast

More podcasts

Sign in