Broadbase Software Inc., Menlo Park, CA, has entered into a definitive agreement to acquire Rubric Inc., which offers eMarketing Automation applications.
Touted as the “first closed-loop end-to-end eMarketing solution to drive e-commerce,” the deal will apply Broadbase’s analytics to drive marketing campaigns through Rubric’s applications, according to a statement. The result is meant to enable dot com companies to increase customer acquisition, retention and growth.
“For the first time, companies will be able to get the critical e-business infrastructure, including customer analytics, personalization, campaign management and multi-channel execution in a single, integrated package from one source,” said Chuck Bay, president of Broadbase in a statement.
Under the terms of the definitive agreement, Broadbase will issue approximately 3.6 million shares of its common stock to the shareholders of Rubric. The transaction will be accounted for as a purchase. The acquisition is subject to customary closing conditions, including the approval of Rubric’s shareholders and regulatory approvals.
Rubric adds more than 25 customers to Broadbase’s 150 dot come and Fortune 1000 companies.
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