By Freya Purnell
Cloud-based behavioural target marketing solution provider, SeeWhy, is the latest company to top SAP’s shopping list.
According to SAP, this acquisition will complement the earlier acquisition of e-commerce platform hybris, by enhancing its real-time customer engagement and commerce capabilities by optimising the customer experience and increasing sales across delivery channels and touchpoints.
Currently used by 4000 brands and retailers, SeeWhy’s behavioural marketing solutions triggering real-time one-to-one marketing campaigns using email, advertising across desktop, mobile and social channels based on individual customer behaviours – feeding into an increased need by businesses to customise marketing efforts and convert traffic into purchases.
The company’s platform, SeeWhy CORE, uses real-time in-memory processing to calculate the next best action of individual customers, and triggers action across a broad ecosystem of more than 30 top ad, ecommerce, email service providers, web analytics services and social networks via prepackaged integrations.
SeeWhy claims proven increases in conversion and spending through use of its solutions, with an average increase in recovery of 18 per cent.
“SeeWhy’s solutions for automating personalised 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 Ludi, 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.”
Scott Silk, CEO and Charles Nicholls, founder of SeeWhy, said, “The combination of SeeWhy’s market-disruptive products with SAP, the industry’s leader in real-time business, will allow us to reach new customers, sources of data and markets to continue our growth trajectory.
“Tight integration between supply and demand data will enable us to deliver a world-class shopping experience for every customer across offline and online channels.”
SAP expects to complete the transaction in the second quarter of 2014, subject to regulatory and other closing conditions.
