Broadbase Signs Definitive Agreement to Acquire Rubric

Changes E-Commerce Landscape With First Closed Loop End-to-End eMarketing

Solution



09 Dec, 1999, 00:00 ET from Broadbase Software, Inc.

    MENLO PARK, Calif., Dec. 9 /PRNewswire/ -- Broadbase Software, Inc.,
 (Nasdaq:   BBSW) the leading provider of e-business analytic solutions,
 announced today that it has entered into a definitive agreement to acquire
 privately held Rubric, Inc. (www.rubricsoft.com), the industry leader in
 eMarketing Automation (eMA) applications.
     The Broadbase-Rubric combination represents the first closed loop
 end-to-end eMarketing solution to drive e-commerce. Broadbase's powerful
 analytics and deep understanding of customers will be used to drive marketing
 campaigns through Rubric eMA. The integrated solution will enable dot com
 companies to increase traffic and generate e-commerce revenue by automating
 customer acquisition, retention and growth campaigns.
     Under the terms of the definitive agreement, Broadbase will issue
 approximately 3.6 million shares of its common stock to the shareholders of
 Rubric, or approximately 14.5% of the combined company on a fully diluted
 basis. The transaction will be accounted for as a purchase. The acquisition is
 subject to customary closing conditions, including the approval of Rubric's
 shareholders and regulatory approvals. Upon completing the transaction,
 Broadbase expects that it will have 215 employees.
     The Broadbase E-Business suite will be enhanced with Rubric eMA to now
 include all of the eMarketing automation capabilities that dot com companies
 need to rapidly generate revenue by increasing traffic, converting browsers
 into buyers and turning casual purchasers into loyal customers. These key
 capabilities include automated campaign planning, continuous relationship
 eMarketing programs, and real-time closed-loop measurement. This complements
 the existing process-driven analytic capabilities in the Broadbase E-Business
 suite, including customer profiling and segmentation, medium selection,
 placement and promotion recommendations, closed-loop campaign effectiveness,
 merchandising and site personalization. In addition, Rubric's multi-channel
 campaign execution and workflow-driven leadflow optimization capabilities
 enable Fortune 1000 companies to coordinate marketing on a global basis. The
 net result is that Broadbase now has the most compelling solution in the
 industry for both dot com companies and global corporations.
     Rubric adds over 25 customers to Broadbase's portfolio of 150 dot com and
 Fortune 1000 companies. Rubric's customers include Cisco Systems,
 Hewlett-Packard, BEA Systems, DiTech.com and LoanCity.com. Broadbase's dot com
 and Fortune 1000 customers include Ashford.com, Onvia.com, Mercata.com,
 InsWeb, Kodak, ADP, Canon Computer Systems and Sharper Image.
     "Traditional and dot com companies are racing to leverage the Internet as
 a major sales and marketing channel. Yet they face tremendous challenges in
 integrating diverse sources of customer information and taking rapid and
 appropriate action on that data to effectively market to them," said
 Judy Hodges, Program Director, Customer Relationship Management at IDC. "The
 Broadbase-Rubric combination addresses this issue and enables marketers to
 create targeted, personalized and interactive campaigns that provide the right
 product or service to the right customer at the right time, price, and
 channel."
     "The combination of Broadbase and Rubric represents a major breakthrough
 for e-business," said Chuck Bay, president of Broadbase. "Now for the first
 time, companies will be able to get the critical e-business infrastructure,
 including customer analytics, personalization, campaign management and
 multi-channel execution in a single, integrated package from one source."
     "Dot com companies are under intense pressure to generate revenue and
 produce results," said Anu Shukla, CEO of Rubric. "The combination of Rubric
 and Broadbase provides an integrated eMarketing solution that can be quickly
 and easily deployed for rapid revenue realization and is scalable enough to
 provide the e-business infrastructure to support the exponential growth that
 these companies often experience."
     Rubric is the industry leader in providing eMarketing solutions to both
 dot coms and brick-and-mortar companies. Rubric eMA provides an eMarketing
 engine to accelerate e-commerce by automating the planning, execution and
 measurement of multi-channel eMarketing campaigns. It uses precise
 segmentation and targeting capabilities to launch personalized cross-sell and
 up-sell campaigns across Internet and traditional channels. Rubric eMA is also
 a communications engine that builds sticky customer relationships. It uses
 graphical workflow to enable continuous relationship marketing programs that
 automate personalized communication with prospects and build stronger customer
 relationships.
 
     About Rubric
     Rubric is the leading provider of Web-based eMarketing Automation
 applications for Fortune 500 and dot com companies. Rubric eMA automates
 targeted and personalized Internet and traditional marketing campaigns that
 generate revenue and build customer loyalty to increase the stickiness of
 e-commerce sites. Rubric customers include Cisco Systems, BEA Systems, Citrix,
 Ditech.com, Hewlett-Packard, MERANT, MSHOW.com, N.E.T., Rainmaker, Sierra
 Atlantic, Sybase, and other leading Fortune 500 and e-commerce companies. For
 more information, visit Rubric at www.rubricsoft.com.
 
     About Broadbase
     Broadbase is a leading provider of customer-centric analytic solutions
 that enable businesses to maximize customer value across Internet and
 traditional business channels. Broadbase solutions create a comprehensive
 understanding of the customer lifecycle by integrating and analyzing numerous
 points of customer interaction, from Internet-based systems, front and back
 office applications and demographic data sources. For more information, visit
 Broadbase at www.broadbase.com.
 
     For More Information
     Broadbase and Rubric will host a press and analyst conference call at
 5:30 a.m. PST / 8:30 a.m. EST on Friday, December 10, 1999. To participate,
 domestic callers dial 800-313-8070 and international callers dial
 415-908-6235. Ask for the Broadbase conference call. The call will be carried
 live on the Broadbase Web site at http://www.broadbase.com. Click on "investor
 relations" to access the Webcast.
     A recording of the conference call will be available from 7:30 a.m. PST
 December 10, 1999 until 7:30 a.m. PST December 17, 1999. To listen to the
 conference call recording, domestic callers dial 800-633-8284 and
 international callers dial 858-812-6440. Enter the reservation number
 13798070.
     Information in this release that involves Broadbase's expectations,
 beliefs, hopes, plans, intentions or strategies regarding the future are
 forward-looking s statements that involve risk and uncertainties. All
 forward-looking statements included in this release are based upon information
 available to Broadbase as of the date of this release, and we assume no
 obligation to update any such forward-looking statement. These statements are
 not guarantees of future performance and actual results could differ
 materially from our current expectations. Factors which could cause or
 contribute to such differences include, but are not limited to, delays in
 development or shipment of new versions of our applications or our
 EPM/Foundation; lack of market acceptance of our products or services;
 inability to continue to develop competitive new products and services on a
 timely basis; introduction of new products or services by competitors; and our
 ability to attract and retain qualified employees. These and other factors and
 risks associated with our business are discussed in the Company's registration
 statement on Form S-1 declared effective by the Securities and Exchange
 Commission ("SEC") on September 22, 1999.
     NOTE:  Broadbase and Rubric are trademarks of Broadbase Software, Inc. All
 other product and company names may be trademarks of their respective
 companies.
 
 

SOURCE Broadbase Software, Inc.
    MENLO PARK, Calif., Dec. 9 /PRNewswire/ -- Broadbase Software, Inc.,
 (Nasdaq:   BBSW) the leading provider of e-business analytic solutions,
 announced today that it has entered into a definitive agreement to acquire
 privately held Rubric, Inc. (www.rubricsoft.com), the industry leader in
 eMarketing Automation (eMA) applications.
     The Broadbase-Rubric combination represents the first closed loop
 end-to-end eMarketing solution to drive e-commerce. Broadbase's powerful
 analytics and deep understanding of customers will be used to drive marketing
 campaigns through Rubric eMA. The integrated solution will enable dot com
 companies to increase traffic and generate e-commerce revenue by automating
 customer acquisition, retention and growth campaigns.
     Under the terms of the definitive agreement, Broadbase will issue
 approximately 3.6 million shares of its common stock to the shareholders of
 Rubric, or approximately 14.5% of the combined company on a fully diluted
 basis. The transaction will be accounted for as a purchase. The acquisition is
 subject to customary closing conditions, including the approval of Rubric's
 shareholders and regulatory approvals. Upon completing the transaction,
 Broadbase expects that it will have 215 employees.
     The Broadbase E-Business suite will be enhanced with Rubric eMA to now
 include all of the eMarketing automation capabilities that dot com companies
 need to rapidly generate revenue by increasing traffic, converting browsers
 into buyers and turning casual purchasers into loyal customers. These key
 capabilities include automated campaign planning, continuous relationship
 eMarketing programs, and real-time closed-loop measurement. This complements
 the existing process-driven analytic capabilities in the Broadbase E-Business
 suite, including customer profiling and segmentation, medium selection,
 placement and promotion recommendations, closed-loop campaign effectiveness,
 merchandising and site personalization. In addition, Rubric's multi-channel
 campaign execution and workflow-driven leadflow optimization capabilities
 enable Fortune 1000 companies to coordinate marketing on a global basis. The
 net result is that Broadbase now has the most compelling solution in the
 industry for both dot com companies and global corporations.
     Rubric adds over 25 customers to Broadbase's portfolio of 150 dot com and
 Fortune 1000 companies. Rubric's customers include Cisco Systems,
 Hewlett-Packard, BEA Systems, DiTech.com and LoanCity.com. Broadbase's dot com
 and Fortune 1000 customers include Ashford.com, Onvia.com, Mercata.com,
 InsWeb, Kodak, ADP, Canon Computer Systems and Sharper Image.
     "Traditional and dot com companies are racing to leverage the Internet as
 a major sales and marketing channel. Yet they face tremendous challenges in
 integrating diverse sources of customer information and taking rapid and
 appropriate action on that data to effectively market to them," said
 Judy Hodges, Program Director, Customer Relationship Management at IDC. "The
 Broadbase-Rubric combination addresses this issue and enables marketers to
 create targeted, personalized and interactive campaigns that provide the right
 product or service to the right customer at the right time, price, and
 channel."
     "The combination of Broadbase and Rubric represents a major breakthrough
 for e-business," said Chuck Bay, president of Broadbase. "Now for the first
 time, companies will be able to get the critical e-business infrastructure,
 including customer analytics, personalization, campaign management and
 multi-channel execution in a single, integrated package from one source."
     "Dot com companies are under intense pressure to generate revenue and
 produce results," said Anu Shukla, CEO of Rubric. "The combination of Rubric
 and Broadbase provides an integrated eMarketing solution that can be quickly
 and easily deployed for rapid revenue realization and is scalable enough to
 provide the e-business infrastructure to support the exponential growth that
 these companies often experience."
     Rubric is the industry leader in providing eMarketing solutions to both
 dot coms and brick-and-mortar companies. Rubric eMA provides an eMarketing
 engine to accelerate e-commerce by automating the planning, execution and
 measurement of multi-channel eMarketing campaigns. It uses precise
 segmentation and targeting capabilities to launch personalized cross-sell and
 up-sell campaigns across Internet and traditional channels. Rubric eMA is also
 a communications engine that builds sticky customer relationships. It uses
 graphical workflow to enable continuous relationship marketing programs that
 automate personalized communication with prospects and build stronger customer
 relationships.
 
     About Rubric
     Rubric is the leading provider of Web-based eMarketing Automation
 applications for Fortune 500 and dot com companies. Rubric eMA automates
 targeted and personalized Internet and traditional marketing campaigns that
 generate revenue and build customer loyalty to increase the stickiness of
 e-commerce sites. Rubric customers include Cisco Systems, BEA Systems, Citrix,
 Ditech.com, Hewlett-Packard, MERANT, MSHOW.com, N.E.T., Rainmaker, Sierra
 Atlantic, Sybase, and other leading Fortune 500 and e-commerce companies. For
 more information, visit Rubric at www.rubricsoft.com.
 
     About Broadbase
     Broadbase is a leading provider of customer-centric analytic solutions
 that enable businesses to maximize customer value across Internet and
 traditional business channels. Broadbase solutions create a comprehensive
 understanding of the customer lifecycle by integrating and analyzing numerous
 points of customer interaction, from Internet-based systems, front and back
 office applications and demographic data sources. For more information, visit
 Broadbase at www.broadbase.com.
 
     For More Information
     Broadbase and Rubric will host a press and analyst conference call at
 5:30 a.m. PST / 8:30 a.m. EST on Friday, December 10, 1999. To participate,
 domestic callers dial 800-313-8070 and international callers dial
 415-908-6235. Ask for the Broadbase conference call. The call will be carried
 live on the Broadbase Web site at http://www.broadbase.com. Click on "investor
 relations" to access the Webcast.
     A recording of the conference call will be available from 7:30 a.m. PST
 December 10, 1999 until 7:30 a.m. PST December 17, 1999. To listen to the
 conference call recording, domestic callers dial 800-633-8284 and
 international callers dial 858-812-6440. Enter the reservation number
 13798070.
     Information in this release that involves Broadbase's expectations,
 beliefs, hopes, plans, intentions or strategies regarding the future are
 forward-looking s statements that involve risk and uncertainties. All
 forward-looking statements included in this release are based upon information
 available to Broadbase as of the date of this release, and we assume no
 obligation to update any such forward-looking statement. These statements are
 not guarantees of future performance and actual results could differ
 materially from our current expectations. Factors which could cause or
 contribute to such differences include, but are not limited to, delays in
 development or shipment of new versions of our applications or our
 EPM/Foundation; lack of market acceptance of our products or services;
 inability to continue to develop competitive new products and services on a
 timely basis; introduction of new products or services by competitors; and our
 ability to attract and retain qualified employees. These and other factors and
 risks associated with our business are discussed in the Company's registration
 statement on Form S-1 declared effective by the Securities and Exchange
 Commission ("SEC") on September 22, 1999.
     NOTE:  Broadbase and Rubric are trademarks of Broadbase Software, Inc. All
 other product and company names may be trademarks of their respective
 companies.
 
 SOURCE  Broadbase Software, Inc.