October 2020CIOAPPLICATIONS.COM 19For example, let's say a customer orders a piece of furniture, but it's damaged when it's delivered eight weeks later. Marketers need to be sensitive to what happened and send an email or other communication that recognizes the customer's frustration. If they don't have access to this data, however, then they can't take a more constructive role in building customer relationships or fostering loyalty outside of the immediate transaction window. With BlueConic, marketers not only have a real-time, single customer view, but the ability to send that data across marketing systems so they can ensure all marketing interactions used to capture customers' attention are relevant and timely -- no matter where they are in their journey.What are the features and functionalities of the BlueConic platform?The platform is an integrated set of four core capabilities on top of a Cassandra database. Everything starts with the aforementioned unified profile that provides the most comprehensive and up-to-date record of what marketers know about their customers -- both known and anonymous. The platform builds these profiles progressively in real time using pre-built integrations with all the system in a modern martech stack. From there, marketers can activate their profile data in a number of ways.For instance, marketers can define segments based on any combination of profile attributes and behaviors,and activate these segments across multiple channels to deliver the right messages to the right person at the right time based on their preferences and marketing's priorities.Marketers can also use the data to orchestrate their activities in a more coordinated fashion. To deliver the best experience, marketers need to sequence their messaging across all channels in a buyer's journey -- something other systems can't do because of the limited data they store. By using the platform to orchestrate touchpoints across-channel in the context of lifecycle stages rather than channel-specific tactics, marketers can engage with customers in new and unique ways. Lastly, marketers can use the platform's user-friendly predictive models and analytics, powered by AI, toenrich profiles with customer scores, build smarter segments, and create new data visualizations.Could you please cite a case study on how BlueConic helped its client overcome hurdles and attain the desired outcome?Many of our customers use BlueConic for the operational efficiencies it enables ­ beyond just improved marketing outcomes. For instance, one of our entertainment customers had a large customer service team that handled questions from customers. Operationally, this was costing them a lot of man hours. With BlueConic, they are able to test specific messaging on their site that addressed many of these questions -- ultimately reducing the number of calls to customer service and the company's overhead costs related to customer service management.This same company also previously relied on IT to make adjustments to the messaging on their site, which took a long time. Moreover, marketers at the company had to collect and send feedback back to IT to implement, creating even further delays. With BlueConic, the marketing team can now quickly update their site and messaging based on customer behaviors and preferences and measure the success of those changes without any help from IT.How did BlueConic help marketers when in the wake of the COVID-19 pandemic?Many of our customers had to make dramatic adjustments to their marketing programs when the pandemic hit. With BlueConic at the center of their martech stack, many were able to make sweeping changes to their entire web experience and email campaigns in a matter of days. It's this flexibility that we're most proud of. Modern marketing organizations need to be agile. With our platform, customers can make decisions that won't lock them in. In other words, they won't have to unwind months of work to be successful. We're a true partner to our customers because we're able to help them scale for today's goals and tomorrow's ambitions.How is BlueConic aligning current strategies to build a comprehensive roadmap?Our goal is to making marketers' jobs easier while improving their results at the same time. Going forward, we will increase our focus on customer lifecycle orchestration, modeling, and all other aspects that liberate marketers from the captivity of old thinking, old process, and old technology and usher in new ways of operating that puts them in control of their most transformative asset: unified, actionable first-party data. Our focus is on empowering marketers to liberate their customer data and transform their customer relationships
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