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

Latest Videos

More Videos

yes AI should be a course so many People Use AI https://g-techsolutions.com...

M Abdullah Khan

Is AI on course to take over human creativity? - Modern creative - CMO Australia

Read more

Extremely informative. One should definitely go through the blog in order to know different aspects of the top retail technology.

Pooja Gupta

Donut King takes in-store marketing to the next digital level

Read more

this is very benefit for us we can through all the thing in this and its very benefit for city personhttps://g-techsolutions.com...

M Abdullah Khan

What does the Oculus Rift launch mean for marketers?

Read more

as we all known AI is very spread and alot of companies used ai and we take alot of work from AI https://g-techsolutions.com...

M Abdullah Khan

Making sense artificial intelligence - Food for thought - CMO Australia

Read more

virtual marketing have as much benefits as also disadvantageshttps://g-techsolutions.com...

M Abdullah Khan

The ethical debate facing marketers around virtual reality - Data-driven marketing - CMO Australia

Read more

Blog Posts

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Why does brand execution often kill creativity?

The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

Rich Curtis

CEO, FutureBrand A/NZ

Sign in