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The industry segment is broadly known as business intelligence software.
And business intelligence software makers, like Microstrategy, are integrating their offerings with big data tools.
The specialist makers of business intelligence software have become takeover targets in recent months.
SAS's specialty, a lucrative niche called business intelligence software, is becoming mainstream.
The purchase is part of I.B.M.'s effort to increase its share of the market for business intelligence software.
Microsoft said last month it might develop business intelligence software, challenging companies like Cognos and Business Objects.
Data was stored in data bases, and the clever business intelligence software was sent in to probe the data bases for answers.
Even SAS Institute, the private company and a long-time leader in business intelligence software, is taking the the integrated path.
Then last week, the company bought Endeca Technologies, a business intelligence software company that also offers products to help online retailers improve customer service.
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In late 2007, I.B.M. bought Cognos, which became its business-intelligence software foundation, for $4.9 billion.
Over the last few years, several big companies have all made sizable purchases of business-intelligence software companies.
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