SAP bulked up its marketing cloud Tuesday with the announcement that the German enterprise software giant plans to acquire Boston-based behavioral marketing provider SeeWhy.

Using data based on individual customer behaiors, SeeWhy's marketing platform triggers personalized campaigns using email, desktop advertising, and mobile and social channels.

The company's patented SeeWhy CORE platform is a definite star of its portfolio. It uses real-time in-memory processing to calculate the next best action of individual customers at a particular moment in time, and then analyzes that data using non-traditional architecures. SeeWhy said in a company blog post explaining the acquisition: