what we mean by a 360-degree customer view, what it enables, and how we went about doing this at Blueshift. This post is the first in a multi-part series that looks at key innovations in the Blueshift platform.

A 360-degree View of the Customer – Finding Marketing Zen

In this post, we’ll explain what we mean by a 360-degree customer view, what it enables, and how we went about doing this at Blueshift. This post is the first in a multi-part series that looks at key innovations in the Blueshift platform.


 

The 90/20 Reality of Marketing and the Single Customer View

David Raab of the CDP Institute quotes a recent survey that shows that 90% of marketers think that a unified multi-channel customer view is important, yet only 20% of them have such a view. Other studies, such as one performed by Gartner, find that even FEWER brands (10%) have a 360-Degree customer view.

For those of us on the “technical side” of the food chain (building software for marketers), this is not surprising — and more than likely, much lower than the stats suggest. Creating a Single Customer View is a hard problem to solve — people have been trying for a while, and often promising more than they can deliver. The fundamental goal is to provide customers with a unified and relevant experience across all channels. To achieve this, you need to have a 360-degree view of your customers in real time.

Traditional approaches to solving this problem, such as data warehouses and, later, data lakes, have come up short because they have either not been able to (a) collect the data or (b) organize it effectively in real-time.

 

What is a 360-degree view of the customer?

The term 360-degree view of the customer is a catchy phrase. And the problem with catchy phrases is they are used as buzzwords, and once that happens, you really have to look carefully under the covers and beyond the hype.

Figure 1: 360-degree view of a customer

Sometimes referred to as a Single Customer View (SCV), a true 360-degree view of the customer is built on having several important types of information about customers/prospects for use in real-time:

Customer Submitted Data (typically captured in a CRM)

  • Customer attributes & demographics such as Name, Gender, Location, Birthday, etc. The data may be submitted by the customer using online forms or collected through other requests for information.
  • Opt-in and other communication choices.
  • Preference Centers built for a user to indicate preferences for brands, colors, categories, genres, and more.

Customer Transactions

  • Transactional data including purchase records, course completions, and lead submissions along with changes in transactions such as cancellations.
  • Subscription data such as enrollment, upgrades, downgrades, and cancellations.
  • Customer service data including trouble tickets submitted, resolved, and still outstanding.

Product Interactions and Behavioral Data (Observed data, gleaned by collecting the customer’s behavior)

  • Web and mobile behavioral data including page views, swipes, clicks, likes, and “add-to-list” actions.
  • Marketing interactions such as opens or clicks of emails or push notifications, and views and responses to ads from multiple channels.

Derived Information (gathered by analyzing the “metadata”/patterns of customer interactions across channels)

  • “Identity” of anonymous visitors to websites or apps inferred using web cookies or device IDs, combined with login or opt-in.
  • Location information inferred by mapping IP address or latitude/longitude data.
    User affinity towards a category or brand that is inferred through browsing and buying behaviors (beyond stated preferences).
  • Stage in customer journey derived from customer activity.
  • Lifetime attributes such as orders, visits, sessions etc.
  • The propensity to convert based on recent and lifetime activity.

It’s important to note that in today’s online world, the real value of this 360-degree view can only be realized if all these data types are indexed and query-able for use in real-time. The data must be usable.

 

Why does this matter?

Paraphrasing another quote from David Raab, quality data, and more specifically an accurate 360-degree view of the customer, is the fuel that drives effective marketing and provides customers with the best experiences. And for organizations today, it provides the foundation for all customer-facing activities.

Figure 2: Foundational benefits of a 360-degree view of a customer

There are six essential benefits of having an accurate 360-degree view of the customer:

  1. Single Source of Truth
    Providing data access and integrity is fundamental to any organization’s success because it gives a single source of truth about your customers.
  2. Personalization and Segmentation
    Enabling dynamic personalization and segmentation of campaigns using multiple behavioral attributes collected in real-time makes campaigns more effective and relevant.
  3. Data-Driven Triggers
    With data-driven triggered events, companies automatically interact with customers in real-time to influence their decisions.
  4. Cross-Channel Engagement
    Simplifying the orchestration of cross-channel campaigns across multiple systems yields consistent and relevant engagement across all marketing channels.
  5. Compliance and Security
    By having a single source of truth, supporting compliance with rapidly changing regulations and practices around personally identifiable information and the protection of this information through directives like GDPR becomes much easier.
  6. Accurate Reporting
    Facilitating a consistent and accurate reports of activities and results.

 

Imperatives to building our 360-degree customer view

Even before Blueshift started building our 360-degree view, we stipulated the following key principles that were necessary for our view of the data to solve problems for the marketer:

Real-Time
Our customer view has to be updated almost instantaneously after any new interaction. We stipulated that this had to happen in near real-time because many marketing activities, such as campaign journeys are triggered based on customer activities, and personalization is far more effective in the context of recent activity

Unified cross-channel identity
The data has to be query-able with various forms of identity ranging from customer ids, email addresses and Facebook IDs to mobile device tokens and cookies.

Open data schema
We recognized that every business has a different way of looking at data, and we needed an open schema to more easily ingest and work with multiple forms of data coming from multiple sources.

Flexibility in modeling the data
Each piece of data may have something to tell us about how the customer interacted with the brand, and our system needed to model this data into the 360-degree view. For instance, for a client in the hospitality industry, a customer might have multiple “events” corresponding to the same booking ( book, check-in, check-out, complete a survey), and additional events relating to other bookings. Our 360-degree view had to capture and store all of these events in the same context. Similarly, in a Media business, customers might interact with content in different categories or from different authors. Here we had to model all of these interactions relative to the “catalog” of content or products for the media business.

Our technical challenges in building Blueshift’s 360-degree view while adhering to these core principles were in these four important areas:

  • Gathering all the different pieces of disparate data about an individual from dozens of input sources and hundreds of events in each session.
  • Resolving Identity and stitching together all this loosely structured data in order to get an accurate view of the behavior of each individual
  • Building a single customer view from 1 & 2 in “real-time” so that customer behavior can drive personalization and interactions across multiple channels
  • Maintaining data integrity and consistency across different systems(search, user store, data warehouse, data science, analytics)

 

Summary

The unified 360-degree view of a customer is a key foundational element needed to more effectively market to and interact with customers using artificial intelligence (AI) techniques. In our next post in this series, we will discuss how we went about building this single customer view in the Blueshift platform and the challenges we encountered.

For More Information
Read more about AI-powered marketing in our resources section.

This post was made possible through joint collaboration with Atri Chatterjee, Anuraj Pandey, and Cibin George.


Watch this rare webinar with Analysts from Forrester Research and VentureBeat hosted by Blueshift about getting the most out of your customer data with AI

Re-engagement Campaigns

3 Re-engagement Campaigns You Can Run In FB That Will Grow Your Revenues

With more than 2B monthly active users in Facebook, Facebook is a great channel for customer acquisition. But with the power of your first party customer behavior data, you have a big opportunity to run re-engagement campaigns using Facebook Custom Audiences that drive your revenues.

You have access to powerful first party data around user engagement, browsing and purchase behavior that you can add on top of Facebook user data such as user age, gender and interests. Create segments based on real time customer behavior such as ‘opened email’, ‘clicked on sms message’ etc. and automatically sync them with Facebook, so you can run high performing and targeted re-engagement campaigns.

Convert users that opened emails

Customers who opened emails are more likely to convert after seeing an ad. Real-time audience sync based on your first party behavioral data helps you maximize conversion by sending targeted re-engagement campaigns to these users on Facebook.

Bring back users that are inactive or at risk of churn

On average people spend more than 20 minutes a day on Facebook and for those in US that is up to 40 minutes a day. That screams opportunity. Reach out to users where they spend time. Target inactive users where they are most actively engaged and bring them back with reactivation campaigns.

Nurture users with automated campaigns across their life-cycle

Users interact across different channels. By adding Facebook as a re-engagement channel, you can create seamless cross channel experiences that nurture your users. Automate life-cycle specific campaigns based on where users are on their customer journey such as,

  • Welcome campaigns to new users
  • Re-sell/re-engage campaigns to one-time customers
  • Loyalty campaigns to repeat customers

In essence, by importing and syncing your behavior data with Facebook custom audiences in real-time, you can re-target users based on their upto-the-moment behavior. Automate campaigns based on real time behavior for the best engagement.

To learn how you can improve the ROI of your Facebook retargeting campaigns, see “Big target is the wrong target: Improve the effectiveness of Facebook retargeting“.


Interested in learning more? Check this out for more information how Blueshift can automatically sync your segments with Facebook in realtime.


Big Target is the wrong target for Facebook Retargeting

A Big Target is the Wrong Target: How to Increase Effectiveness of Facebook Retargeting

Targeting everybody is targeting nobody. 

With average CPC rates ranging from $2 up to $5, broad targeting on Facebook can soon get expensive and highly ineffective. But by bringing your first party customer and behavioral data to Facebook, you can create precise audience segments that improve the ROI of your ad spend.

Create segments based on user behavior and sync with Facebook

Segment users based on a unified view of their cross channel behavior in real time (opened email, clicked on SMS message etc) and sync these segments in real-time with Facebook Custom Audiences to drive high performing campaigns.

Send the right campaign to the right audience

Targeting is not effective without relevant campaign messaging. Tailor segment specific campaigns such as send welcome campaigns to new users, re-engagement campaigns to inactive users and loyalty messages to regular users for lift in engagement.

With automated audience sync in “real-time” and precise retargeting, you can be sure your ad dollars pay off.

Are you using Facebook for re-engaging your users? See “3 re-engagement campaigns you can run in FB that will grow your revenues“.

 


Learn more on how Blueshift can automatically sync your segments with Facebook in realtime.


 

Blueshift Live Personalization Launch

Rise Above the Noise with Blueshift’s new AI driven Live Personalization

Today we announced the availability of AI driven live personalization for websites and mobile apps. Along with previously announced capabilities for marketing applications like Email, Mobile Push notifications and SMS, the new release enables marketing & product teams to operate on a unified customer view, driving AI Powered customer journeys across every channel.

Why is live personalization important?

Users today have an abundance of choices. They get frustrated when they see content or offers that have nothing to do with them. If they can’t find what they are looking for, they jump to a competitor’s site/app. Users expect brands to get them. Period.

Personalization is a must. There is no doubt about that. However, personalization is not just about sending personalized emails or recommendations across push channels. It’s an end-to-end customer-centric experience – across all channels along the entire customer’s life cycle. Brands that do this, differentiate themselves and gain customer loyalty.

“Your website and mobile-app are the center of this customer experience.”

Website personalization

Website personalization is creating dynamic and highly engaging experiences in real time. Examples of brands that have centered their user experience around site personalization are Netflix, Amazon and my recent favorite, Stitch Fix. Site personalization helps you increase brand loyalty, cross sell/up sell offers, engage and nurture visitors – leading to increased revenues. Three simple ways for you to incorporate website personalization are:

  • Dynamic and real time segmentation
  • Content and product recommendations
  • Customer life cycle specific content

 

Mobile web and in-app personalization

With more than 4 million apps to choose from the app-stores, personalizing mobile experience is the only way to drive stickiness. Examples of brands that do great in-app personalization are Starbucks, Nike and Airbnb. Three simple ways for you to do in-app personalization are by adding:

  • Personalized content
  • Personalized recommendations
  • Location based personalization

 

Challenges in delivering Live Personalization:

To deliver live personalization, you need to track customer behavior in real time – such as in-the moment browsing behavior, content downloads & purchases, or interactions with emails and mobile. You need cross channel management and the ability to deliver personalized experiences at scale. Existing point solutions do not meet these requirements and often need additional resources.

Blueshift’s AI powered live personalization for website and mobile apps

Blueshift’s latest release allows website and mobile personalization in real-time and at-scale, without depending on IT resources. Blueshift’s solution allows you to get

360 degree view of your customers: Get up-to-the moment view based on demographics, behavioral and transactional data across all channels – so you can deliver the most relevant content – in real time. Use Blueshift’s Predictive Segmentation engine to create segmented content on websites and mobile apps.
AI powered recommendations: Predict what your users need before they know and delight them with content and products most relevant to them to drive repeat purchases and transactions.With the new release, recommendations can be retrieved using APIs or widgets for Live Personalization.
Cross channel orchestration: Blueshift’s campaign engine & template capabilities enable teams to rapidly build, measure and test personalized content on several marketing channels. Add deep links from from email/SMS/Push messages to lead customers to personalized landing pages or in-app content. Customers can seamless move between channels driving your conversions.

 

“Blueshift’s mission has always been to help companies activate their customer data using AI, to drive Segment-of-One personalization on every channel. We are excited that we are now helping our customers drive personalization on websites & mobile apps in addition to their outbound marketing channels” said Vijay Chittoor, co-founder & CEO of Blueshift.

Rather than having separate solutions for data and personalization, Blueshift’s platform uniquely brings data, AI and cross channel orchestration in one platform that allows marketers and product teams to deliver live personalization at scale.

Get started with Blueshift’s live personalization.

Blueshift partners with branch to offere personalized deep linking for email, mobile

Branch and Blueshift: Enabling seamless cross-channel personalization

With Blueshift’s personalization and Branch’s deep linking capabilities, marketers can now deliver  frictionless personalized experiences to their users across all channels.

Let’s take the instance of Jane. Jane is browsing through email on her mobile phone during her short break, and an email promotion for a weekend get-away grabs her attention. Clicking on the email leads her to the app’s home page where she spends a few secs looking for the promotional offer. Frustrated, she moves on to the next email assuming the get away is not meant to be, and makes alternate plans for the weekend. Not only did Jane not convert, she also had a frustrating experience with the app, making it less likely for her to go back.

In the example above, if Jane did not have the app installed, she might have been taken to the right page on the mobile website in her browser, albeit without any of the advantages of frictionless transaction on the app. Just like mobile websites have URLs that can “deep-link” to the right content, marketers need the ability to deep-link into mobile apps. Additionally, they need the ability to automatically detect if the customer has an app installed, and route the customer appropriately to the deep-linked content on the website or the app.

That is why we are excited to partner with Branch, the leader in deep linking. Combined with Blueshift’s personalization and recommendation capabilities on email, mobile apps and mobile websites, this provides the modern marketer a way to deliver seamless personalization to the perpetually connected customer.

Deliver frictionless experience with deep links

Deep links automatically take a user to in-app content or to the web if the app is not already installed. Mobile apps with deep links show 3x higher conversion. Blueshift supports deep links at scale in both email (for web and mobile) and SMS/push notifications and provides full attribution from first campaign to final conversion.

Here is an example of Blueshift’s native support for deep-linking:

 

Deepen engagement with personalization

Unlike other marketing platforms, Blueshift’s AI powered platform listens to every behavior in real-time and allows you to automatically add personalized content and products that are most relevant to the user in any channel. You can lead users to personalized in-app content or landing pages by adding deep links to your email, SMS or push notifications – driving higher conversions across. Track and optimize campaigns as you go with full attribution across all your channels.

With data, automation and AI – all in one platform, and integration with Branch.io, Blueshift allows you to deliver highly relevant and frictionless cross-channel experiences that lead to higher engagement, conversion and thereby, revenues.

Blushift-featured-image-Lifecycle-Stages-for-the-Growth-Marketer---Part-2-Retention

Lifecycle Stages For Growth Marketers Part 2 – User Retention

Read Part 1 and Part 3 of our series “Lifecycle Stages for the Growth Marketer”.


Customer lifecycle is a term used to describe the progress of a customer as they go through consideration, engagement, purchasing, and maintaining loyalty to a product or service. It starts from the first time you get a user’s attention to your product and then keeping them as loyal customer.The customer lifecycle is often depicted a a circular cycle because the goal of customer retention is to get them to move through the cycle again and again.

Once you have the customer, it’s time to keep the customer. For Growth Marketers, much of their time must be focused on this area, otherwise you risk churning higher than normal amounts of users. (what is “normal” depends on your industry and business model.) In this stage, the focus is on Retention.

 

Enter Retention Campaigns

The second stage of the customer lifecycle is retaining users you already activated with targeted content in the form of reminders or recommendations to reduce churn. Retention is a more effective way of growing revenue because companies aren’t stuck attracting, educating, convincing, and converting potential customers. Retention is also a more sustainable business model for sustained growth because you are marketing to customer who have already expressed an interest in the product and engaged with the brand. In studies by Bain & Company, increasing customer retention by 5% can result in an increase in profits of 25% – 95%, and the likelihood of converting an existing customer into a repeat customer is 60% – 70%.

User retention gives growth marketers a lot of opportunity to deliver targeted content through many channels and in many forms. They can impact retention by creating delightful customer experiences through all their marketing channels on a 1:1 level using powerful reminders and recommendations. Lets dive deeper into what these reminders and recommendations can look like for growth marketers.

Screen Shot 2017-02-13 at 11.03.27 AM

Here is an example of 1:1 content recommendations in an email sent by a Blueshift customer

Reminders: 

  • Status in the Product: This type of reminder can be related to any incomplete activity in their account (e.g. “complete your profile” or “turn on push notifications”).
  • Weekly Activity Digests: Recurring personalized emails are a great way to keep active users engaged and staying on top of mind. For retailers this could mean sending a weekly email of new and trending items in their “Liked” categories or for media companies it can be trending content in the topics users are interested in.
  • Abandoner Re-Targeting: These reminders can be related to user activity such as browsed items or wish-listed products. For content businesses this can take the form of recommended content related to last viewed article or video.

 

Recommendations:

Screen Shot 2017-02-13 at 11.03.43 AM

Here’s an example of a catalog update message sent as a rich mobile push. All messages MUST be personalized!

  • Recommendations based on the customer’s Interaction Graph: The way users interact with your catalogue of products or content makes up their persona. This information is great for recommendations based on graphs created by users and other users. For example Twitter email notifications that give you suggestions on who to follow uses this same logic. The same idea can be used by retailers by leveraging data about people and products they have interacted with.
  • Recommendations based on affinity: Retail/E-commerce & media companies have large product catalogs or content. They have an even bigger data set of all the interactions users have with their catalog. This data can provide insights into preferences of users to certain categories, brands, authors, artists, price-points and more. The key to detecting user affinities is to not only look at individual user’s behavior, but also to normalize the behavior relative to other users. Growth marketers use these affinities to tailor marketing messages to every user on every channel, driving 3-10X higher response rates.
  • Recommendations based on change/updates in the catalog or app: Changes in your catalog of products or content, e.g. new arrivals in relevant categories, price drops on items that the user engaged with the website and app. These triggers are especially good for mobile push notifications since they are “newsworthy”.

Read Part 1 and Part 3 of our series “Lifecycle Stages for the Growth Marketer”.


 

Watch out for more posts about growth marketing, and check out our comprehensive guide here for everything you need to know about the subject.

Growth-Marketers-Guide-to-Customer-Experience-720x180-blogfooter

MOOCs Blog

Driving Student Retention for eLearning and MOOCs – Part 1

In this 2-part series, we address core common issues that marketers face in the eLearning/Massively Open Online Course (MOOC) market. Below is Part 1 of the series where we cover the issues with 1st-time enrollees and then repeat enrollment (taking more courses) at a high level. In Part 2 we will dive deeper into these, as well as a few more areas that are often forgotten (HINT: Do your students feel comfortable using your platform?) This is not an extensive list nor the full extent of our research, it is meant as a starting point.


 

Whether you call it student churn, student retention, student attrition, or a number of other terms, one of the primary issues for eLearning companies like Udacity, Coursera, EdX, and dozen of others is keeping students – more importantly, keeping students coming back. The stark reality is that up to 90% of students who enroll in an online course simply don’t complete the course, and that number only gets slightly better when students have actually paid for the course.

A University in Everyone’s Pocket

With today’s perpetually connected consumer, every person now walks around with an entire university in their pocket where an aspiring archaeologist can learn about the history of Egypt or a developer can now get a nano-degree in autonomous cars. But the beauty and the pain arises quickly when one is perpetually connected: there are so many choices, so many apps and emails and messages distracting us, and finally, an expectation of personalization and individual relevance within each choice and through every communication. The end result becomes not just an ADD-like attention span, at a more basic level, people just get busy and lose track of what they have signed up for. (And like mentioned earlier, just because someone has paid, doesn’t necessarily mean someone will stay committed.)

With this rise of a greater number Massively Open Online Courses (MOOCs) and their evolution into delivering “for credit” or certificates of completion, potential students have more choices. Students must feel they are being respected as individuals with their own education needs. They expect personalize, relevant communications at all times throughout their user experience both on and off the platform.

NOTE: One of the issues for eLearning are people who just “kick the tires” to find out what the content, site, or app is all about. In Part 2 of this series we will highlight a key strategy to better identify who those students are.


So how does an eLearning organization keep the students coming back?

How do you convert the “one-and-done”/fleeting students to a more casual student and then to the “life-long learner” that makes a habit out of taking classes and paying for courses, degrees, and certificates?

PROBLEM #1: 1st COURSE COMPLETION

Getting students to complete their first course is half the battle. Often, these students are acquired with marketing spend. And, like mobile apps and games, the “novelty” or “excitement” of an online course and learning something new wains and that dreaded retention cliff proves time and time again less than 10% of students will complete their first course. And if they don’t complete their first course, they have a statistically low chance of enrolling in another, or paying for another course or certificate.

NOTE: While this problem primarily addresses getting students to complete the first course, the same strategy and engagement tactics can be used for every subsequent course.

SOLUTION

Build a welcome/on-boarding series that leverages multiple channels. Simply relying on emails is a sure fire recipe for failure, especially when an eLearning destination has a mobile app. Be where your students are and where they engage. If they are in the App, trigger in-app messages based on their behavior, bring them back to the course. More importantly, when they are outside the app, leverage mobile push notifications that are tailored to the exact course they are taking. Make it personalized and relevant to them. (DO NOT simply blast them with a message that says “You’re course is waiting.”).

*  Send an onboard/welcome campaign

*  Use “reminders” to gently nudge them to complete the exact course and level they are in

*  Use multiple channels like mobile, email, in-app, even SMS

*  Personalize every communication to make it relevant and resonate with the student as an individual

 

PROBLEM #2: REPEAT ENROLLMENT:

Getting students to sign up for more courses must be an organization’s highest goal to get the highest LifeTime Value (LTV) from each student. This focus helps move students from the “one-and-done” learner to the more occasional or even life-long student. If an organization runs on the freemium model, then re-enrollment is paramount to generating revenue. If an organization is pure-play paid (either as a subscription or via certificates), then getting students to re-enroll and take more courses adds that additional revenue that drives higher LTV and helps identify behaviors and attributes that can feed into the acquisition strategy.

The feeling of accomplishment from completing a course is double edged. In one respect, they feel accomplished and satisfied. They completed a course. Either they feel empowered and, hopefully, want to learn more, or they feel satisfied, and, sadly, simply move on to another activity or interest outside of the learning environment. What would you do?

SOLUTION

Capture that feeling of accomplishment and feed them more courses. IMMEDIATELY.

Build on the excitement with timely messages triggered on the completion or even near completion of that course. And don’t hesitate. Leveraging real-time triggers makes sure that messages are sent at the right time. At the bare minimum, prompt them to sign up for more courses, perhaps with incentives or discounts. BUT, if you really want to drive retention, the simple step is to offer them courses they may like, based on browsing behavior, the subject matter of the course they just completed, or use collaborative filtering to recommend courses that others have taken who have taken this course. Tracking real-time behavior is critical.

The advanced step: (HINT: you should be doing this to stay relevant and competitive) Leverage a full understanding of how they engaged with that course (length of course, timing, subject matter, test scores) coupled with a full history of ALL of their courses taken and browsed and engaged to deliver a truly personalized set of recommendations. Be student-centric by building out profiles of every student that not only tracks static attributes like geography, gender, email address, etc, but also keeps a full transaction and engagement history of courses and even the messages you’ve sent.

Then, use multiple communication channels to message them: emails, mobile push, SMS, In-App, On-Site, even leverage Facebook Re-targeting to get them to come back with very specific recommendations. (Yes, even your advertising should be personally relevant to re-engage your students.)

*  Timing is of the essence, act quickly to re-engage students.

*  Recommend courses that others like them have taken or that they have browsed.

*  Take it a step further and build out predictive recommendations based on their full engagement history.

*  Use every channel at your disposal to re-engage them personally, even Facebook.

NEXT STEPS:

Ask yourself:

  • What are you doing today to address these issues?
  • What data are you missing to start acting on these tactics?
  • Do you have control of the data?
  • Do you have real-time data that enables fast segmentation to engage students with up-to-the-moment messaging?

In Part 2, we will address HOW to get there and uncover a few more obstacles common with student retention for eLearning and MOOCs. In addition, we’ll show you how we help Udacity drive increased student retention through these very strategies.

Urban Ladder

4x Conversion Lift: Urban Ladder Finds The Secret Sauce to Reach Online Furniture Shoppers

download-the-urban-ladder-case-study-by-blueshift2


Urban Ladder is a leading online furniture and home decor company that provides a curated shopping destination for your home. Their modern designs and uniquely styled products attract millions of customers and has propelled them to be the #1 source for furniture in India. With millions of customers coming to their site via multiple channels and interacting with their catalogue of over 4,000 products across 50 different categories, they found it hard to market to all their customers while staying true to their promise of a personalized experience.


“With Blueshift, we have launched very personalized triggered campaigns on email & mobile app push notifications. We are seeing significant improvements in conversion rates on these marketing campaigns which are highly targeted and relevant for the users.”

Ashish Goel, CEO of Urban Ladder

 

Urban Ladder turns to Blueshift to help address its issues

Urban Ladder’s unique design at the heart of every marketing message

Urban Ladder’s unique design at the heart of every marketing message

Urban Ladder has a distinctive brand and look which had to come across in every channel they market across. With a web based store and a mobile app, they had a hard time tying in multiple data sources into a unified customer profile in real-time. They needed a robust recommendation engine for their 4,000+ product catalogue consistent with each person’s browsing and purchase behavior. Handle personalization to varied sales cycles, like furniture which tends to have long consideration cycles rather than home decor, which can be impulsive.

 


Blueshift’s Solution

urban-ladder-out-of-stock-notification-with-recommendations-of-other-products

Blueshift provided the ability to unify each user’s behavior data across mobile and email for a complete 360-degree view of the customer. It enabled Urban Ladder to deliver a consistent user experience across all channels that represented their brand along with powerful recommendations and simplified paths to purchase.

After a quick integration Urban Ladder was able to launch cross-channel triggered campaigns for welcome series, abandonment, post purchase, complete-the-look cross sells, and product recommendations based on user behavior in just a few days.

 

 

 

Urban Ladder using the “back in stock” product alert in their newsletters powered by Blueshift.

Urban Ladder using the “back in stock” product alert in their newsletters powered by Blueshift.


 

Conclusion

Urban Ladder Realizes a 4x lift in conversions and a rapid time to value outperforming all other vendors
Urban Ladder now delivers a delightful user experience across mobile & email by combining their in-house creative team and Blueshift technology. Using the 360-degree customer profile powered by Blueshift as the foundation of their customer data and utilizing deep segmentation capabilities of Blueshift, Urban Ladder has seen 4x higher conversion rates over previous tactics.

download-the-urban-ladder-case-study-by-blueshift2

Poor Historical View

Personalization Pitfall #4: Poor Historical View of the Customer

In this series, we cover the common pitfalls all marketers face at some point when scaling personalization in their triggered marketing. From emails to mobile push notifications to SMS to display retargeting, the common platforms used today to market across channels begin to lose efficacy when organizations try to personalize their communications to an ever more complex and growing customer base.

Poor Historical View of the Customer



Watch this video to learn more about this subject from Brian Monahan, former CMO of Walmart.com 


Lifecycle marketing is a highly engaging way companies can re-activate or re-engage old customers. Using past interaction and transactions online, companies surface relevant products and promotions through different channels to influence a purchase. Sounds simple enough right? On the contrary having a 360 degree view of your customers over a long period of time and in real-time is very tricky for most businesses and our pitfall number 4.

Out with the old…

An old approach to this strategy has been to remarket to customers based on each item they browsed without taking their historical behavior into consideration. If a customer is browsing patio chairs, hammocks, and outdoor umbrellas, they are probably looking to furnish their backyard. Offering them 5 options of patio chairs might not be the best way to influence a sale.

personalization-pitfal-4-poor-histrical-view-of-customers-pic-1

 

personalization-pitfal-4-poor-histrical-view-of-customers-pic-2

Overcome Amnesia of Your Customers

Your product recommendation engine has to be smart enough to suggest “next best products” or “complete-the-look products” or a product in the same category or brand. Only personalized, smart product placement and recommendations can work to win back customers in the highly competitive market of today.

The key to re-marketing the right way is to connect every piece of user behavior and past purchase in real-time with a deep knowledge of the company’s catalog. Using a holistic customer view, marketers can provide a hyper-personalized story relevant to each user’s context.


Subscribe Now to this series
To learn more about all the common personalization pitfalls covered in this series, watch this VentureBeat Webinar that provides real world examples and fixes you can start using now.


  • Each update sent directly to you with extra tips NOT included in the blog posts
  • Access to the VentureBeat Webinar with former head of marketing at Walmart.com
  • Receive an audit of your current triggered activities with a marketing consultant

Message Overload

Personalization Pitfall 3: Customer Message Overload

In this series, we cover the common pitfalls all marketers face at some point when scaling personalization in their triggered marketing. From emails to mobile push notifications to SMS to display retargeting, the common platforms used today to market across channels begin to lose efficacy when organizations try to personalize their communications to an ever more complex and growing customer base.

Overcoming the Message Overload Pitfall


Watch this video to learn more about this subject from Brian Monahan, former CMO of Walmart.com 


When you build out your company’s personalized marketing landscape you soon find your volume of messages increasing exponentially. As you set up re-engagement campaigns along the customer journey, the volume of messages across all channels can quickly add up to 10 or 15 different messages. Of course, that doesn’t mean you send them all 10 of these messages in one day or even a week. Customers feel overwhelmed if their inbox is flooded with one particular company emailing them again and again. Message overload is a sure way of ending up in your customer’s spam folder or worse, unsubscribing from all your communications. This rapid deluge of communications to your customers is our pitfall #3.

Don’t Be Annoying…

Message Overload across all channels is a personalization pitfall

Finding the balance between quality and quantity will save marketers from those dreaded mistakes of sending a customer too many messages in a day. But how do you make sure you aren’t sending to many messages across all your channels?

The way to achieve message zen is by smart segmentation of customers who fit a certain criteria based on their attributes and behavior on site. Behavior-based marketing resonates better than single trigger marketing because it tends to be more accurate rather than an in-the-moment action or even sloppy demographic focused bucketing. Grouping together customers who have shown similar behavior and sending a set of targeted messages that are personalized to their persona is a controlled way of using triggers on your site.

Think Beyond the Inbox…

“don’t simply focus on the amount of messages you send per channel, look at the aggregate of ALL of your messages sent through all of your channels”

Another way of working around the message overload problem is to build and monitor multi channel campaigns. Marketers constantly compete for inbox space along with numerous other brands. When’s the last time you looked at your inbox and didn’t feel like you were being yelled at by dozens of brands? A quick reminder to complete your purchase and checkout can easily be done via text message or push notification – abandoned cart campaigns are not simply just an email tactic. Dividing your messages across different channels can keep your brand name top of mind and limit annoying your customers. And remember, don’t simply focus on the amount of messages you send per channel, look at the aggregate of ALL of your messages sent through all of your channels. Otherwise, you still run the likely risk of annoying your customers with message overload.


Subscribe Now to this series
To learn more about all the common personalization pitfalls covered in this series, watch this VentureBeat Webinar that provides real world examples and fixes you can start using now.


  • Each update sent directly to you with extra tips NOT included in the blog posts
  • Access to the VentureBeat Webinar with former head of marketing at Walmart.com
  • Receive an audit of your current triggered activities with a marketing consultant