SAP’s (News - Alert) CRM offering is about to improve with the acquisition of Ticket-Web. This specialist in online ticketing will combine its systems with SAP’s tools to help event promoters customize their pitches for unique customers.

Ticket-Web currently provides two lines of products. Its first line, Entree Tickets, is an online ticketing system that helps sell paper tickets for postal delivery and will call pickup, or electronic tickets for printing.

The other, Entree CRM, can operate individually or with Entree Tickets to manage campaigns, along with tools for bookkeeping, point of sale and managing contacts.

With SAP’s acquisition, it will be able to combine the systems from Ticket-Web with its other tools for ERP and CRM, thus providing event promoters with the ability to boost their profits and attendance with customized pitches.

Ticket-Web customers will still be able to link the system to their own ticketing services, of course, so they don’t have to worry about losing services.

With the HANA in-memory database and real-time business analytics tools linked to Ticket-Web’s systems, event promoters can keep track of their campaign and ticket sales in real time. Furthermore, they can send the information from the ticketing system to SAP Business Suite, Business ByDesign, or BusinessOne, improving management of the arenas the tickets are for.

The deal is set to close in the second quarter of 2013, although no information has been given about the price.

Ticket-Web is a great CRM tool, and SAP can benefit greatly from this acquisition. By combining the two services, it can provide even more insight and management, helping determine what campaigns are working, which aren’t, and how to best make them reach the most customers.