Personalization platform Blueshift now allows marketers to create their own service
Its new Personalization Studio is designed to accept a range of event streams, so marketers can build specialized experiences for segments or single users.
Blueshift, which has offered a personalization platform since 2014, is today launching a new service that it says allows marketers to tailor their own.
“One way to think about this,” co-founder and CEO Vijay Chittoor told me, “is that every business is very different [from others],” and so has different personalization needs.
Other platforms offering personalization — like Oracle’s Responsys or a standalone recommendation engine like RichRelevance or Magnetic (formerly MyBuys), as well as what his company has previously offered — are “cookie cutter,” he said. That is, they rely on attributes recorded to relational databases, and they offer a limit set of personalization options.
By contrast, he said, the patent-pending processes employed in the new Studio accept a wide range of real-time event streams reflecting user behavior from sites, apps, wearables, Internet of Things connected devices and other sources, as well as from a customer relationship management (CRM) system.
Studio then allows personalized templates to be created for emails, display ads on the web, mobile notifications and other channels.
It’s the first time that marketers can “build their own recommendation engine,” Chittoor said, without bothering the folks in IT.
As an example, he pointed to The Muse, a job site for millennials. It can now employ the many kinds of user interactions undertaken by its visitors — with companies, job notices, career courses and nearly 50 other kinds of events — and create one-to-one personalized career content for individual users.
Its users have a variety of individual needs, Chittoor noted, since some might be looking for a totally new kind of job, some want the same job at a new company, and others might not know what they want.
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