Customer Relationship Management News NewsFactor Sites:       NewsFactor.com     Enterprise Security Today     CRM Daily     Business Report     Sci-Tech Today  
   
Home CRM Systems Customer Service Contact Centers Business Intelligence More Topics...
GET RECOGNIZED
Let an ISACA® certification elevate your career.
Register today and save
You are here: Home / Sales & Marketing / SAP Buys Marketing Provider SeeWhy
DDoS Protection Powered By Verisign
SAP Buys SeeWhy for Its Hybris E-Commerce Platform
SAP Buys SeeWhy for Its Hybris E-Commerce Platform
By Barry Levine / CRM Daily Like this on Facebook Tweet this Link thison Linkedin Link this on Google Plus
PUBLISHED:
MAY
21
2014


SAP AG announced Tuesday that it is buying behavioral marketing provider SeeWhy. The company noted that the acquisition complements its Hybris commerce platform.

In a statement, the company said that "SeeWhy's solutions for automating personalized campaigns in real time are a natural fit with Hybris and SAP and promise even higher returns for our customers' investments in the Hybris omni-commerce platform." Terms of the deal were not made public.

Based in Boston, SeeWhy has more than 4,000 brand customers, and its real-time 1-to-1 marketing campaigns, triggered by individual customer behaviors, are deployed across e-mail and advertising for desktop, mobile and social channels. According to its Web site, the company's focus is on helping "e-commerce merchants reach out to Web site visitors who abandon their online purchase or forms, as soon as they abandon."

Playing Catch-Up

Its platform, CORE, employs in-memory processing to figure out in real time what is the next best action for a given customer, which actions are then implemented on an ecosystem of more than 30 ad, e-commerce and e-mail service providers, Web analytics services and social networks.

SAP is playing catch-up in building a major marketing platform, compared with such competitors as Oracle, Salesforce and IBM. Oracle, for instance, has added the companies Eloqua, Responsys and BlueKai to its stable, and Salesforce has purchased ExactTarget, among others.

A potential complication of the SeeWhy acquisition is that the Boston company's customer roster includes several SAP rivals, such as ExactTarget, Responsys and Salesforce.

Andrew Frank, an analyst with industry research firm Gartner, told us that the SeeWhy purchase "seems like it's primarily focused on the commerce side of behavioral marketing." He described it as "an interesting purchase," but said SAP did not appear to moving on its own into the "ad-tech side" of automated marketing, where ad campaigns are used to attract new customers instead of focused on completing transactions online, as SeeWhy is.

'CRM Side'

Frank noted that this purchase is not likely to make SAP more competitive with the more ad-tech-oriented marketing platforms from Oracle and Salesforce. He added that SAP looks "at the world from a CRM [customer relationship management] and marketing operations perspective, and SAP is fully on the CRM side of marketing."

In March, SAP and Adobe announced a global reseller agreement for digital marketing and omni-channel commerce for enterprise customers. The arrangement calls for SAP to resell Adobe's Marketing Cloud, using the SAP HANA platform and its Hybris Commerce suite.

It's not yet clear how the addition of SeeWhy to SAP's offering affects the Adobe Marketing Cloud package offering. But, if SAP is oriented toward the CRM/finalizing-customer-purchases side of automated marketing, the Adobe alliance gives it a presence on the ad-tech side.

Last summer, SAP bought Switzerland-based e-commerce platform Hybris for an undisclosed amount. Hybris' technology is designed to sell products and services across channels, including brick-and-mortar outlets as well as Web sites and mobile devices. In 2012, SAP bought online marketplace Ariba and, in 2011, it acquired B2B e-commerce provider Crossgate.

Read more on: SAP, CRM, Marketing, Oracle, Salesforce, IBM
Tell Us What You Think
Comment:

Name:

Like Us on FacebookFollow Us on Twitter
TOP STORIES NOW
MAY BE OF INTEREST
Salesforce.com is the market and technology leader in Software-as-a-Service. Its award-winning CRM solution helps 82,400 customers worldwide manage and share business information over the Internet. Experience CRM success. Click here for a FREE 30-day trial.
MORE IN SALES & MARKETING
Product Information and Resources for Technology You Can Use To Boost Your Business

Network Security Spotlight
Dairy Queen Latest Retailer To Report Hack
Dairy Queen is known for its hot fries and sweet treats, but it just made cyber history as the latest victim of a hack attack. The fast food chain said that customer data at some stores may be at risk.
 
Lessons from the JPMorgan Chase Cyberattack
JPMorgan Chase is investigating a likely cyberattack. The banking giant is cooperating with law enforcement, including the FBI, to understand what data hackers may have obtained.
 
Who Is the Hacker Group Lizard Squad?
Are they dangerous or just obnoxious? That’s what many are wondering about the hacker group Lizard Squad, which tweeted out a bomb threat that grounded a flight with a Sony exec aboard.
 

Enterprise Hardware Spotlight
Intel Intros Lightning-Fast PC Processors
Call it extreme. Intel just took the covers off its first-ever eight-core desktop processor, which is aimed at hardcore power users who expect more than the status quo from their computers.
 
HP Previews ProLiant Gen9 Data Center Servers
Because traditional data center and server architectures are “constraints” on businesses, HP is releasing new servers aimed at faster, simpler and more cost-effective delivery of computing services.
 
Apple Set To Release Largest iPad Ever
Tech giant Apple seems to have adopted the mantra “go big or go home.” The company is planning to introduce its largest iPad ever: a 12.9-inch behemoth that will dwarf its largest existing models.
 

Mobile Technology Spotlight
Samsung Maps Its Way with Nokia's 'Here' App for Galaxy Phones
Korean electronics giant Samsung has opted to license Here, Nokia’s mapping app -- formerly known as Nokia Maps -- for its Tizen-powered smart devices and Samsung Gear S wearable.
 
Google Successfully Tests Its Own Delivery Drone
While top technology companies are engaged in an "arms race" to develop drones that can quickly deliver goods to anyone anywhere, Google has revealed it successfully tested its own version.
 
iPhone 6 May Do NFC-Based Mobile Payments
Apple's latest version of the iPhone may have a mobile wallet to pay for purchases with a tap of the phone. The iPhone 6 reportedly is equipped with near-field communication (NFC) technology.
 

Navigation
CRM Daily
Home/Top News | CRM Systems | Customer Service | Contact Centers | Business Intelligence | Sales & Marketing | Customer Data | CRM Press Releases
NewsFactor Network Enterprise I.T. Sites
NewsFactor Technology News | Enterprise Security Today | CRM Daily

NewsFactor Business and Innovation Sites
Sci-Tech Today | NewsFactor Business Report

NewsFactor Services
FreeNewsFeed | Free Newsletters

About NewsFactor Network | How To Contact Us | Article Reprints | Careers @ NewsFactor | Services for PR Pros | Top Tech Wire | How To Advertise

Privacy Policy | Terms of Service
© Copyright 2000-2014 NewsFactor Network. All rights reserved. Article rating technology by Blogowogo. Member of Accuserve Ad Network.