BlueConic: Turning First-Party Data into a Strategic Business Asset

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Cory Munchbach, Chief Operating Officer, BlueConicCory Munchbach, Chief Operating Officer
Marketers have long defaulted to third-party data as the mechanism to deliver personalized experiences. But the demise of the cookie and growing consumer data privacy regulations are fundamentally shifting how companies collect data and engage with customers. These factors, combined with the pandemic, have forced companies to adapt at speeds they never thought necessary. Overall business resilience and agility have been tested while omni-channel and digital initiatives have been pulled forward, creating a decade’s worth of disruption and change in the last twelve months alone.

"At BlueConic, we are all about bringing first-party customer data into the organization and making itan asset for the business," says Cory Munchbach, Chief Operating Officer of BlueConic. As companies strive to differentiate through customer engagement, they need tools like BlueConic to help spur their transformation and rethink how they go to market. As the leading pure-play customer data platform (CDP), BlueConic liberates companies' first-party data from disparate systems and makes it accessible to marketing, customer experience, analytics, and other growth-focused teams when and where they need itto transform customer relationships and drive business growth. By collapsing the time and effort to get from insight to action, growth teams can eliminate inefficiencies and dependencies to speed time-to-market. "It is not the technology that represents the transformation, but the profound shift in the way a business works and how it engages with customers. The CDP is the cornerstone technology enabler of this transformation," adds Munchbach.

BlueConic is designed to unify and activate customer data in ways that support the business.

The platform has been purpose-built to collect first-party data from disparate systems, unify it to create an actionable single customer view, and give that profile data back to teams and their tools in a format they can use to effectively orchestrate multiple interactions throughout the customer lifecycle. “Instead of centering around business-as-usual operations, we help companies focus on their customer and how to understand and interact with them in the most relevant, timely way,” says Munchbach.

BlueConic works with a diverse set of customers, from retailers and commerce companies to publishers and CPGs.

We are all about bringing first-party customer data into the organization and making that an asset for the business

In its own customer experience, BlueConic emphasizes partnership, expertise, and empathy. By bringing hundred of customers' worth of implementation best practices, recommendations, and experience to every engagement, the company ensures customers get immediate value and utility from the platform.

The company has also built flexibility into the very archicture of the platform to account for the variables that impact customers’ success, such as business models, use cases, and resources. Based on this underlying framework, BlueConic crafts a right-sized onboarding and post-sale experience for its customers. "We don’t want to be reductive by creating a one-size-fits-all solution. When working with customers, we’re focused on helping them be more data-driven, making their business operations more efficient, and making the customer the center of everything they do," adds Munchbach.

For instance, HEINEKENUSA knew it needed to reduce its reliance on third-party data. Using BlueConic to collect data from online and offline sources, the company unified its data into individual-level profiles that were then tiered into bronze, silver, and gold, which represented consumers the company can develop a direct relationship with through marketing. With easy access to these actionable golden consumer records, the company was able to replace DMP-based segmentation with multi-dimensional segmentation, further refine ad targeting to consumers who were more likely to convert, and mitigate consumer data risk while gaining new customer insights. “The engagement proved to be a terrific instance of a brand seizing what could be seen as challenges in their underlying way of doing business and turning it into an opportunity for growth,” states Munchbach.

Another critical element BlueConic brings to bear is speed. Enterprises need solutions that can handle the volume, variety, and velocity of data created by individuals in the digital era. BlueConic profiles update in real time, enabling customers to move as fast consumers do. Forging ahead, the company plans to enhance its Customer Lifecycle Orchestration reporting and analytics capabilities and double down on its commitment to ensuring customers can continue building legitimate first-party data asssets amid rising third-party cookie and privacy related data restrictions. Other areas of investment include building on its out-of-the-box notebooks and capabilities related to machine learning and predictive analytics. "Our vision is to liberate data for our customers. We’ve spent a lot of time making sure we are not only prioritizing the quality of the platform, but also the people who work here and the value we bring to our customers. Building an organization we’re all very proud to work at is a big part of our success," concludes Munchbach.
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Boston, Massachusetts

Cory Munchbach, Chief Operating Officer

BlueConic, the leading pure-play customer data platform, liberates companies’ first-party data from disparate systems and makes it accessible wherever and whenever it is required to transform customer relationships and drive business growth. Over 300 companies worldwide, including Hearst Newspapers, Heineken, ING, T-Mobile, and VF Corp, use BlueConic to unify data into persistent, individual-profiles, and then activate it across customer touchpoints and systems in support of a wide range of growth-focused initiatives, including customer lifecycle orchestration, modeling and analytics, digital products and experiences, audience-based monetization, and more