IBM agreed to acquire Coremetrics, a Web analytics firm with 2,100 global clients, including Holiday Inn and Virgin Atlantic.
Terms of the deal were not disclosed.
IBM says the acquisition would expand the company's analytics strategy, enabling clients to use a cloud-based delivery model.
Companies using Coremetrics products can gain real-time insight into consumer behavior both through clients' own channels and social media networks so they can fine-tune their online marketing efforts, IBM says.
Based in San Mateo, Calif., Coremetrics addresses several verticals, including travel and hospitality, and uses a Software as a Service model.
Here's a Coremetrics' case study (pdf) on Virgin's use of its solutions
Pending regulatory approvals, the deal is expected to close in the third quarter of 2010 and some 230 Coremetrics employees would be integrated into IBM.
IBM clients can also opt for a range of other Web analystics offerings through the company's Business Analytics and Optimization Consulting group.
Coremetrics is funded by Accel Partners, FTV Capital, Highland Capital Partners and W Capital Partners.
It has received some $111 million in funding, according to paidContent.