Walldorf, Germany — SAP AG plans to acquire SeeWhy, a Boston-based provider of cloud-based behavioral target marketing solutions. SAP intends the addition of SeeWhy to complement its Hybris commerce platform with one-to-one personalized marketing based on real-time customer behavior that converts customer interactions into sales.
SeeWhy’s behavioral marketing solutions use real-time, in-memory processing to trigger real-time one-to-one marketing campaigns using email and advertising across desktop, mobile and social channels, based on individual customer behaviors.
“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,” said Ariel Lüdi, CEO of Hybris, and Carsten Thoma, president and co-founder of Hybris. “This acquisition provides a fast-growing cloud business that will enable the next-generation platform for engaging customers and digital commerce.”
The transaction is subject to regulatory and other closing conditions. SAP expects to complete the transaction in the second quarter of 2014.