SAP buying SeeWhy for targeted marketing technology

The deal will give SAP real-time targeting capabilities

SAP is scooping up SeeWhy, maker of real-time targeted marketing software, in a bid to flesh out the omni-channel commerce platform it gained through last year's acquisition of Hybris.

SeeWhy's technology includes CORE, an in-memory calculation engine that crunches click-stream data from e-commerce sites, analyzing "everything from a first visit to a purchase in real time to trigger the next best action for that unique customer at that moment in time," the company said in a blog post Tuesday

"There are no batches of data," the blog said. "There are no segments. 1-to-1 marketing campaigns are driven by the behavior of individual visitors, and the real time context of what the shopper is doing, right now."

SeeWhy's technology is integrated with more than 30 advertising networks, email services, social networks and other providers, providing the means to conduct marketing campaigns across multiple channels. It is based in Boston and has more than 4,000 customers.

Financial terms of the deal, which is expected to close in the second quarter, were not disclosed.

The SeeWhy deal is just the latest in a wave of consolidation as SAP, Oracle, IBM, Salesforce.com and Adobe rush to build out marketing software suites.

In February, Oracle bought BlueKai, which offers a targeted marketing platform that aggregates customer profile data from more than 200 providers. That purchase built upon Oracle's acquisitions of Eloqua and Responsys.

SAP in contrast has chosen to partner with Adobe for some aspects of its marketing software strategy, announcing an agreement in March.

Chris Kanaracus covers enterprise software and general technology breaking news for The IDG News Service. Chris' email address is Chris_Kanaracus@idg.com

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

Thanks for your feedback, Rabi. While we introduced the ROO concept using a marketing example, I also believe that it is pertinent to man...

Iggy Pintado

Introducing Return on Outcome (ROO) - Brand science - CMO Australia

Read more

Thanks for your insight, Philip. Return On Outcome (ROO) requires balanced thinking with the focus on outcomes as opposed to returns.

Iggy Pintado

Introducing Return on Outcome (ROO) - Brand science - CMO Australia

Read more

Beautiful article.

Hodlbaba

15 brands jumping into NFTs

Read more

"Blue" is really gorgeous and perfectly imitates a human customer support operator. Personally, I won't order a chatbot development for m...

Nate Ginsburg

Why the newest member of BT’s contact centre is a chatbot

Read more

As today’s market changes rapidly, the tools we use change, and it is important to adapt to those changes to continue to succeed in busin...

Anna Duda

Report: 10 digital commerce trends here to stay

Read more

Blog Posts

How the pandemic revealed the antidote to marketing’s image problem

What does marketing truly ‘own’ in most organisations? Brand and campaigns, definitely. Customer experience? That remains contested ground.

Murray Howe

Founder, The Markitects

Still pursuing a 360-degree view of the customer?

On the Internet, nobody knows you’re a dog.” It may have been true in 1993 when this caption to a Peter Steiner cartoon appeared in the New Yorker. But after 30 years online, it’s no longer the case.

Agility in 2022

Only the agile will survive and thrive in this environment and that’s why in 2022, agility will need to be a whole-business priority.

Sam McConnell

Melbourne bureau chief, Alpha Digital

Sign in