Menu
SAP buying SeeWhy for targeted marketing technology

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


Follow Us

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.

Tags internetOracleadobesocial networkingSalesforce.comIBMbusiness intelligencesoftwareapplicationsSAPdata miningInternet-based applications and servicesmarketing technologySeeWhy

Featured

Slideshows

EDGE 2018: Kiwis kick back with Super Rugby before NZ session

EDGE 2018: Kiwis kick back with Super Rugby before NZ session

New Zealanders kick-started EDGE 2018 with a bout of Super Rugby before a dedicated New Zealand session, in front of more than 50 partners, vendors and distributors on Hamilton Island.‚Äč

EDGE 2018: Kiwis kick back with Super Rugby before NZ session
EDGE 2018: Kiwis assess key customer priorities through NZ research

EDGE 2018: Kiwis assess key customer priorities through NZ research

EDGE 2018 kicked off with a dedicated New Zealand track, highlighting the key customer priorities across the local market, in association with Dell EMC. Delivered through EDGE Research - leveraging Kiwi data through Tech Research Asia - more than 50 partners, vendors and distributors combined during an interactive session to assess the changing spending patterns of the end-user and the subsequent impact to the channel.

EDGE 2018: Kiwis assess key customer priorities through NZ research
Show Comments