With the IBM Coremetrics Digital Marketing Optimization Suite, IBM has merged its Coremetrics Web analytics software with its Unica digital marketing package.

"There is one interface where you design your campaign and then see the results," said Craig Hayman, general manager of IBM software industry solutions.

Coremetrics offers online analytics, such as the ability to summarize the response that an e-mail, texting or Facebook campaign gets. Unica provides tools for managing digital marketing campaigns and customer information, such as customers' e-mail addresses and preferences.

Combining the two allows organizations to both execute an online marketing campaign and quickly evaluate the results to make adjustments, Hayman said.

IBM obtained both of these technologies in company acquisitions last year. It Unica in August for US$480 million and Coremetrics .