SAP Purchases Abakus Attribution Software

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.