San Mateo, Calif. -- IBM and DemandTec announced Thursday that the two companies have entered into a definitive merger agreement for IBM to acquire DemandTec in a deal worth approximately $440 million.

IBM said the acquisition of DemandTec will extend its Smarter Commerce initiative by adding cloud-based price, promotion and other merchandising and marketing analytics to help companies better define the best price points and product mix based on customer buying trends.

“IBM Smarter Commerce is redefining how brands buy, market, sell and service their customers in ways that their customers want,” said Craig Hayman, General Manager of Industry Solutions at IBM. “Bringing science to the art of pricing and promotion is a big part of this strategy, and the combination of DemandTec and IBM will help marketing and sales executives in retail and other industries drive more revenue and increase profitability.”