Broadbase Software Inc, an internet customer analysis software firm, has paid $331m in stock for Rubric Inc, a web marketing software house. Rubric will give Menlo Park, California-based Broadbase a fuller suite of customer relationship management software, adding functions ranging from targeting specific customers, through customer retention processes and customer database analysis.
Rubric’s enterprise marketing automation (EMA) software allows users to organize web marketing campaigns ahead of product launches, and should dovetail neatly with Broadbase’s click analysis tools, the reporting tool that tells companies how successful their web sites have been. Broadbase says the integrated software will let internet firms increase traffic and revenue.
Rubric is privately-held and close-mouthed about financials but it has some big names as customers including Hewlett-Packard and AOL. Rubric will bring 25 .com customers to add to Broadbase’s 150. Broadbase will issue 3.6 million shares, representing 14.5% of the new company, to Rubric shareholders.
