Enterprise software behemoth SAP is reportedly looking to flesh out its marketing line-up by tying up a deal for SeeWhy, a provider of real-time behavioural targeting tools.

The company says it is near to completing its latest purchase, which is subject to regulatory and other closing conditions.

SeeWhy is known for its cloud-based personalised marketing solutions, which enable businesses to forge one-to-one connections with their customers through email and ad delivery across desktop, mobile and social channels.

Analysts believe the acquisition is being made to boost the functionality of hybris, the fast-growing commerce platform snapped up by SAP in June of last year.

New partnership

Switzerland-based hybris is the owner of an omni-channel product capable of operating in a plethora of environments, including mobile, in-store, web commerce and call centres.

The software helps companies navigate the tricky yet highly beneficial task of optimising their direct selling processes. With SeeWhy’s target marketing solutions expected to be on his side in the near future, hybris CEO Ariel Luedi has welcomed the move with open arms.

“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,” he commented.

Crowded market

Unfortunately for SAP, it is not the only company looking to make big strides with a major marketing platform. Oracle, Salesforce and IBM have all invested heavily in this area by acquiring companies and programs they feel will help elevate their status in a highly lucrative market.

Oracle, for instance, has made its intentions clear by snapping up marketing automation solution Eloqua, cloud-based marketing program Responsys and data management platform BlueKai.   

However, Gartner research analyst Andrew Frank says SAP’s purchase of SeeWhy suggests the company is looking to differentiate itself by focusing on the commerce side of behavioural marketing, rather than the “ad-tech” slant favoured by its competitors.