Jacqueline Rousseau-Anderson, Chief Customer Officer
In 2020, marketers found themselves forced to pivot their way through a tumultuous year fraught with a pandemic, ever-tightening consumer data privacy regulations, deprecating third-party cookies, and a host of other factors bringing more complexity to digital marketing and advertising. With the demise of third-party cookies threatening to eliminate traditional methods for attributing ad spend and resolving user identity across channels and devices, marketers realize that the tactics of days past won't cut it with savvy consumers— who hold them to greater standards of trust, security, and personalization than ever before.
While data privacy laws and other macro factors disrupting the status quo may seem like a roadblock to optimizing customer engagement and achieving core business goals, in reality, it's an opportunity for organizations to lean into this "age of consent" and get ahead of the curve. All they need is a robust strategy and the right technology that allows them to put the customer at the center of their business.
"Whether you're talking about data privacy and compliance, cookie deprecation, or the general need to adjust your business to the changing realities we now face on a daily basis, the answer is always some combination of speed and agility. The bottom line is companies need to identify and make changes fast," says Jacqueline Rousseau-Anderson, Chief Customer Officer at BlueConic. "This is precisely where we come in. As customer data platform experts, BlueConic's customer success team assists customers in improving how they collect, manage, and use first-party data to deepen their connections with customers and accelerate growth."
Founded in 2010, BlueConic is a leading pure-play customer data platform (CDP) that liberates 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 it to transform customer relationships and drive business growth. By reducing dependencies on other internal teams (e.g., IT, data science) and external agencies to transform, analyze, score, and activate data, business users can capitalize on the proximity of real-time, unified customer profile data to orchestrate individualized experiences and act on intent at the moment.
"Companies are recognizing they need flexibility and speed from both their teams, as well as the tools they use to get their jobs done. Its one thing to have access to customer data, and another to have access to unified, reliable customer data you can do something with. The latter is the value BlueConic brings to a company. Our customer data platform not only unifies first-party customer data at an individual level, but also delivers that unified profile data back to business users in a format they can use to improve how they engage with their customers – all in support of business outcomes with an eye on creating operational efficiencies in the process," says Jacqueline.
Additionally, BlueConic places a major emphasis on helping its customers minimize the risk associated with customer data. Using the platform's automated, end-to-end consent management capabilities, companies can request and capture individual consent by objective and store that data in persistent, individual-level profiles. These profiles update in real-time as consent preferences change and are automatically federated to other parts of the business to minimize inefficiencies, latency, and risk.
The platform's architecture has been designed for flexibility, so customers see value in weeks and months while expanding and deepening their use cases over time. These same principles are also incorporated into BlueConic's onboarding and implementation process. "BlueConic's value is in delivering a customer experience that is defined by partnership, expertise, and empathy. Our use case methodology and path-to-value framework set customers up for success by ensuring they not only get to value quickly, but also feel empowered to grow and evolve their usage of the platform over time. It becomes a living and breathing part of their organization's transformation," says Jackie.
To put these frameworks into perspective, a multi-brand retail corporation on a mission to become a truly customer-centric organization reached out to BlueConic to help them create a single customer view for their business. But their corporate vision for how the platform would be used differed from each individual brand. Using BlueConic's use case methodology, the retailer was able to build up a corporate-level view of their data operations while simultaneously giving control to each of the brands to handle their specific marketing tactics.
While BlueConic has long been focused on helping customers get access to unified, consented, and actionable data they can use to inform how they engage with their customers, it also recognizes that not all companies are sitting on a goldmine of customer data. To make sure its customers can continue to make use of and build upon their first-party data, BlueConic recently announced the availability of its data clean rooms solution, which provides customers with a privacy-safe way to share second-party data with trusted partners. Marketers and other growth-focused users can then use this data to improve measurement and attribution, fine-tune their audience targeting, and optimize their ad spend.
As customer data platform experts, BlueConic's customer success team assists customers in improving how they collect, manage, and use first-party data to deepen their connections with customers and accelerate growth
Today, over 300 companies worldwide, including Hearst Newspapers, HEINEKEN USA, ING, T-Mobile, and VF Corp, use BlueConic to liberate their data, transform customer relationships, and drive business growth. "We're accelerating our rapid global growth by working with a variety of new, interesting, and engaging customers, including enterprise global brands that see the value of a CDP and want us to partner with them on their transformation journey. Our framework to customer success allows us to help customers take a crawl, walk, run approach to standing up a CDP. But once customers recognize the true transformation possibilities a CDP can offer, that's where the fun starts," Jackie concluded.