Esoteric software maker SAP has entered into an agreement to acquire Austrian firm Emarsys. Emarsys produces software that businesses can use to interact with their customers ‘on a personal level’ through multiple online channels.
The deal is expected to close in the fourth quarter of 2020, subject to regulatory approval and no one is saying how much money SAP spent.
SAP will add Emarsys’ operations to its Customer Experience portfolio, which is anchored by the Qualtrics platform. SAP acquired Qualtrics in 2018 for $8 billion, and the platform now plays an important role in the company’s cloud growth strategy as SAP aims to combine customer data with operational data.
