IBM agreed to acquire Unica for about $480 million, a move aimed to help the technology giant offer customers tools to create more-targeted marketing campaigns.

IBM said it is “assembling transformational capabilities to help clients create this consistent and relevant cross-channel brand experience to promote customer loyalty and satisfaction.”

IBM recently acquired CoreMetrics and Sterling Commerce for its analytics lineup.

Unica counts Best Buy, eBay and Starwood as customers. Unica has both traditional and on-demand software products.