RedPill’s expertise in analytics will beef up IBM’s own analytics capabilities, offered as part of its business process outsourcing services, IBM said, noting that these capabilities are increasingly key to winning outsourcing deals.
On RedPill’s Web site, the company said its analytics and segment marketing services are designed to draw on marketing data stored in different systems to identify and reach out to key customer segments, with the aim of reducing churn and attracting new customers. The company also offers risk-management services, designed to help banks track and manage customer risk profiles.
IBM did not say how much it was paying to acquire RedPill, which is privately held. The deal is expected to close later this year.