BlueConic: Unified, Actionable First-Party Customer Data for Marketing

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Bart Heilbron, Founder & CEO, BlueConicBart Heilbron, Founder & CEO
Modern marketing relies on data. The customer data collected from online and offline sources: through websites, mobile applications, e-commerce portals, POS systems, CRM systems, and more is crucial for brands to effectively understand and engage customers at every point in their journey. In recent years, the customer data platform (CDP) has emerged as the definitive technology for enabling brands to transform their relationship with customers and ultimately improve business outcomes.

Despite being a relatively new marketing technology category with many marketing solutions providers repositioning themselves as CDP vendors over the last couple years, BlueConic has been a pure-play CDP from the very beginning when it established its headquarters in Boston, MA in 2014.

“Explicitly designed for marketers, our CDP liberates firstparty data from siloed and disparate systems to establish a single customer view that is it accessible wherever and whenever it is required for marketing activation,” explains Bart Heilbron, CEO and co-founder of BlueConic.

One of the core benefits of BlueConic is improved operational efficiency across the marketing organization and in its relationships with data science, analytics, and IT — an often-overlooked aspect of adopting a CDP. On average, marketers utilize 30 to 40 different applications a week to support their efforts. By providing marketers with direct access to unified, actionable first-party customer data, BlueConic creates a glue between systems that didn’t exist before, so marketers can quickly make adjustments to personalized messaging and lifecycle marketing programs that drive better outcomes.

“Our CDP boasts several capabilities such as automated customer data collection across all the different channels and technologies in the marketing ecosystem,” says Heilbron.
Individual attributes such as demographics, interests, consent status, and past purchases are captured, consolidated, and persistently stored in unified customer profiles that can be usedto support a wide range of marketing activation use cases. BlueConic’s CDP also allows marketers to leverage predictive models for customer scoring such as a customer’s lifetime value or their propensity to buy a certain product, which can be added as an attribute in their profile.

Explicitly designed for marketers, our CDP liberates first-party data from siloed and disparate systems to establish a single customer view that is it accessible wherever and whenever it is required for marketing activation

BlueConic’s CDP empowers marketers to not only recognize the customer and all their attributes at every point in their individual journey, but also orchestrate individualized experiences that benefit both the customer and the business in every stage of the customer lifecycle. Additionally, BlueConic places a strong emphasis on mitigating liabilities related to customer data. The data collection process is transparent and conducted only with consent from customers, particularly in regions with strict explicit opt-in regulation such as GDPR. Customers have the freedom to change their preferences regarding the information that is collected about them. BlueConic’s CDP automatically tracks any changes to privacy preferences in real time within the unified customer profile, and then federates those updates out to other relevant systems.

One of BlueConic’s customers, a multi-brand retail company, was on a journey to become a truly customer-centric organization. To support the transformation, they implemented BlueConic, which enabled them to eliminate the need for external service partners that were creating static segments based on basic demographic data. Using BlueConic, the customer was able to build their own multi-dimensional segments based on a combination of attributes – including demographic, behavioral, and affinity-based aspects -- and instantly send them to their activation channels to drastically improve email and social targeting. Moving forward, BlueConic intends to enhance its lifecycle orchestration capabilities, which enable marketers to move away from rigid, rules-based workflows and optimize programs based on where every individual customer and prospect is in their unique journey in real time. BlueConic is uniquely positioned to deliver on the promise of cross-channel customer lifecycle orchestration in a scalable manner.
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BlueConic

Company
BlueConic

Headquarters
Boston, MA

Management
Bart Heilbron, Founder & CEO

Description
A CDP that gives marketers access to unified, actionable customer data that offers both the confidence and utility required to orchestrate individualized experiences across channels and in every stage of the customer lifecycle

BlueConic News

BlueConic ExpandsCustomer Lifecycle Orchestration Capabilities

BOSTON, MA - BlueConic, the world’s leading pure-play customer data platform (CDP), today announced enhancements to its best-in-class lifecycle orchestration capabilities, which enable marketers to move beyond channel-specific campaign workflows and instead, orchestrate cross-channel lifecycle marketing programs that are responsive to each customer’s unique journey based on the real-time, unified customer profile data at the platform’s core.
Customers are fully in control of when and where they interact with any given brand. It falls on marketers to deliver relevant and valuable experiences in every customer lifecycle stage, while also being responsive to changes in their interests, behaviors, and privacy preferences along the way. But traditional marketing technologies have fallen short in their ability to deliver or suppress messaging based on a full understanding of the customer at every point in their journey.To effectively orchestrate individualized experiences throughout the customer lifecycle, marketers and their activation technologies, such as campaign management platforms, ESPs, and personalization engines, need access to a single customer view in the form of a unified customer profile that offers the confidence and utility to act in real-time based on data from across the journey.
With unified customer profiles as the foundation, BlueConic’s lifecycle orchestration capabilities provide access to the real-time data marketers need to improve the outcomes of their cross-channel, customer lifecycle programs. The fully configurable capability frees marketers from the limitations of rigid, rules-based campaign workflows in their activation technologies by enabling them to organize, coordinate, and visualize all of the cross-channel marketing touch points used to influence and advance individuals from one lifecycle stage to the next.
Using the platform’s marketer-friendly interface, users can:
• Define any number of customer lifecycles, each consisting of sequential, mutually exclusive stages that share a common marketing goal, whether it’s influencing target individuals to become a customer, make a second purchase, or upgrade a plan, as examples
• Understand an individual’s attributes and behaviors at any given time to determine their eligibility to enter a particular lifecycle or lifecycle stage
• Align cross-channel touchpoints in each stage behind the common objective of advancing customers or prospects to the next stage in the lifecycle
• Leverage connections with your existing marketing activation technologies to direct them to trigger or suppress messaging to individuals within each stage of the lifecycle
• Pass stage data to any analytics platform to further analyze performance and audiences
“BlueConic’s enhanced customer lifecycle orchestration capabilities fulfill the promise of unified, actionable first-party data by filling the gaps of legacy marketing activation technologies.Unlike campaign management tools that were built for static, outbound campaigns based on a limited understanding of the individual, our platform provides a comprehensive, accurate, cross-channel understanding of the individual and their journey,” said Bart Heilbron, founder and chief executive officer at BlueConic. “Our customers can also act on the data to improve their marketing programs because our platform provides the intelligence they are missing in their other technologies to target or suppress messaging at an individual level in a more impactful way.”