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SAP to buy SeeWhy for targeted marketing tech

The deal will give SAP real-time targeting capabilities

By Chris Kanaracus
May 20, 2014 10:23 AM ET

IDG News Service - 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

Reprinted with permission from IDG.net. Story copyright 2014 International Data Group. All rights reserved.
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