SAP announced acquisition of Abakus, which uses a “patented game theory-based attribution technology” to estimate the incremental impact of marketing efforts. It will be part of SAP’s Hybris Marketing Cloud, which already builds a single customer view and executes omnichannel marketing programs. Attribution has been a hot topic recently: you’ll recall we wrote about Visual IQ on 12/13 and Proof on 12/6.

Visual IQ ingests Web and offline audiences, builds individual-level contact histories, and uses them for marketing attribution and media optimization.  It announced that four marketing agencies (360i, KBS, MullenLowe Mediahub and The Media Kitchen) have become its first certified alliance partners.  The system can generate optimized media plans but not individual-level segments.

Customer intelligence platform Acxiom will collaborate with ActionIQ to deliver enhanced customer insights. ActionIQ’s CDP will integrate with Acxiom’s demographic, household, behavioral and preference data and with Acxiom’s RealID identity resolution solution. Acxiom experts will work with clients to customize and streamline ActionIQ.