IBM acquires Tealeaf

In Customer Experience, Loyalty & CRM by Simon Crompton-ReidLeave a Comment

IBM has acquired Tealeaf, a marketing automation company focused on digital customer experience. IBM has acquired Tealeaf, a marketing automation company focused on digital customer experience.

Tealeaf will become part of the smarter commerce initiative at IBM, says Yuchun Lee, VP of enterprise marketing managements, IBM Industry Solutions.

The acquisition of Tealeaf is part of a larger strategy to bring IBM to the forefront of marketing automation – something the company has accomplished during the past year and a half. In December, IBM acquired software company DemandTec for similar reasons.

For now, Lee says, Tealeaf will retain its brand under IBM. "We think the future of digital analytics is no longer about counting traffic, it’s about being able to see individual customer behavior."

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