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
Error: Please check your email address.
Show Comments

Blog Posts

Why doing your job well is the key to innovation

The words ‘power company’ and ‘innovation’ probably don’t seem like a natural combination. In fact, when I first went for a marketing role with an electricity company, I semi-dreaded the work I thought I’d be doing.

Catherine Anderson

Head of marketing, Powershop Australia

The great unlearning: How brands can assist with the adoption of voice

Mainstream adoption of voice technology will be all about what consumers are learning not to do.

Ash Mustchin

Director, digital and experiences, Principals

Why getting intimate is key to creating a great customer experience

According to CMO’s State of the CMO 2017 research, 83 per cent of CMOs believe customer experience to be central to their role. An interesting stat considering few of us experience great brand experiences.

Pip Stocks

CEO and founder, BrandHook

'to lesson screen time'LOL someone needs a lesson on how to lessen typos.

Andrew Ward

Golden Circles invests in content play to drive brand purpose

Read more

Hey Nadia, interesting read. We have all read about what your chatbots should offer or have but haven't came across with anything about w...

Ashish K Jain

What not to do when building chatbots and voice-based brand interactions

Read more

There are some many other great solutions compared to the ones you listed here. Our clients left some of those and switched to MARA (getM...

Alexandru Rada

CMO's top 10 martech stories for the week - 9 June

Read more

Charming Shane. You know this is a public forum, right ?

Peter Strohkorb

​CMO Interview: Why aligning sales and marketing drives innovation at Konica Minolta

Read more

I agree customer intimacy is a great way of creating better customer experience. Especially in the Insurance and Financial industry. Her...

Jessicalopez1989

Why getting intimate is key to creating a great customer experience and optimising customer value

Read more

Latest Podcast

More podcasts

Sign in