SAP Acquires Emarsys, Microsoft Updates Customer Data Platform and More News

SAP has announced it has entered into an agreement to acquire Emarsys, an omnichannel customer engagement platform provider. The Emarsys software the customer engagement platform will be integrated into the SAP Customer Experience portfolio. The addition will help boost SAP's commerce offering, according to company officials, and help customers deliver omnichannel engagements in real time. The plan is to integrate the Emarsys stack into SAP S/4HANA and other experience management technology from SAP and Qualtrics. SAP acquired Qualtrics in 2018.
Emarsys helps users deliver personal customer interactions across email, mobile, social, SMS and the web. Bob Stutz, president of SAP Customer Experience, said in a press release that with Emarsys, SAP Customer Experience solutions can "link commerce signals with the back office and activate the preferred channel of the customer with a relevant and consistently personalized message, allowing customers the freedom to choose their own engagement.”