SAP SeeWhy Acquisition Complements hybris and Adobe Offerings

SAP recently announced plans to acquire SeeWhy, a Boston-based behavioral marketing software company, whose solutions provide real-time 1-to-1 marketing campaigns based on individual customer behaviors, using email, and advertising across desktop, mobile, and social channels. These personalized marketing solutions should complement the commerce platform of hybris (which SAP acquired last year).
SeeWhy's products monitor and analyze the activity of online and/or mobile shoppers, and use their findings to deliver personalized e-mail follow-ups and targeted ads. The company's patented platform, SeeWhy CORE, uses real-time in-memory processing to calculate the optimized next best action of individual customers.
SAP's move comes not that long after the company struck a partnership with Adobe's Marketing Cloud online ad tech unit. SeeWhy links personalized behavioral marketing and communications to experiences powered by hybris or Adobe Experience Manager (AEM). SeeWhy complements the toolset of Adobe, as it can trigger marketing events executed through the Adobe Marketing Cloud or contribute data to enable a richer customer profile.
Demandware, which competes with SAP/hybris, has a partnership with SeeWhy that could be affected by the deal. ExactTarget, Responsys, and Silverpop are also SeeWhy partners that now belong to SAP’s fierce competitors, and co-opetition in this still fragmented and consolidating market will likely ensue.
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