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SAP Buys Cloud Behavioral Marketing Provider SeeWhy

Everyone wants personalized marketing capabilities in their platform, even SAP. So it went out and grabbed some.

SAP announced today the acquisition of SeeWhy, the cloud-based behavioral target marketing solutions provider. SAP is adding to its customer experience arsenal that it built with the addition of e-commerce platform vendor hybris last summer.

What does SeeWhy bring?

SAP in a statement today said it was attracted to the prospect of offering 1-to-1 personalized marketing based on real-time customer behavior that converts customer interactions into sales. 

Boston-based SeeWhy brings those capabilities across email, advertising across desktop, mobile and social channels, based on individual customer behaviors. According to SAP, SeeWhy's helped more than 4,000 brands recover $500 million annually in lost sales.

SeeWhy's platform is called CORE, which SAP said uses real-time in-memory processing to trigger actions across more than 30 top ad, e-commerce, email service providers, web analytics services and social networks via pre-packaged integrations.

SAP expects to complete the transaction in the second quarter of 2014.

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