IBM Tuesday pulled out the stops on the adjectives it used to describe Coremetrics, its latest intended acquisition.

It said that after a worldwide search it made a "deliberate choice" of the web analytics software company calling it the "one, clear, shining light" and a "class act" that "no one comes close to."

It pretty much intends to use the company's cloud-based widgetry everywhere: with WebSphere, its Sterling Commerce and SPSS acquisitions, its eCommerce and portal mojo, its many frameworks, its Cognos BI software.

Analytics is a key growth area for IBM, projected to be worth $16 billion to the company in 2015, and Blue has already invested $11 billion in the field, making 18 acquisitions and dedicating 5,000 services consultants to it.

IBM didn't say how much it's paying for the privately held California concern that's supposed to have a mighty influence on its customers' marketing campaigns, especially since 70% of the consumers' first interaction with any brand is online.

Coremetrics can track individual reactions in real-time on social media networks and internal data, link the response to marketing campaigns, and get them tweaked to be more effective, ensuring higher levels of brand loyalty.

The company currently services 2,100 brands, IBM kinda people like Bank of America, Virgin Atlantic Airways, Petco, Holiday Inn, 1-800 Flowers, Office Depot and Victoria's Secret. As an IBM property its reach will be longer.

IBM's 2010 CEO study found 88% wanted to get closer to the customer, 85% needed more visibility and 82% wanted to know what the customer wanted.

Coremetrics competes with WebTrends and especially Omniture, Adobe's recent $1.8 billion acquisition.

It was backed by Accel Partners, FTV Capital, Highland Capital Partners, 3i and W Capital Partners to the tune of around $171 million.

The deal is supposed to close in the third quarter when it and its 230 employees will become part of IBM's application and integration middleware portfolio.