Gartner Research

SAP Adds Real-Time Targeting to Digital Commerce With SeeWhy Acquisition

Published: 12 June 2014

ID: G00264773

Analyst(s): Jennifer Polk , Penny Gillespie

Summary

Real-time data is critical for enabling digital marketers to target buyers at the right time and place, with the right content and tactics. SAP's plan to acquire SeeWhy offers SAP's enterprise clients access to real-time data analytics and targeting.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • By acquiring SeeWhy, SAP shifts its view of the customer from past to present, and offers enterprise clients another way to access real-time data analytics for targeted marketing
  • Content and interactions across channels influence buying decisions, and marketers use personalization software to analyze and customize these interactions for increased conversion

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