The world of marketing is in transition from a customer experience built on traditional IT systems to one that takes advantage of chart-based technology.
What does this actually mean? For the better part of the past two decades, marketing has relied on lists and databases to engage customers. Today, users interact with brand offerings, and the key to marketing success is the ability to capture and understand those interactions at scale.
For Blueshift Labs Inc. This transition presented a major opportunity to build a business that supports this new era of marketing, an era that leverages artificial intelligence and real-time data capture to build a complete picture of the modern customer.
“The new era we live in is called graph-based marketing,” said Manyam Malila (pictured), co-founder and head of artificial intelligence at Blueshift. “The graph of the interaction that happens across millions of customers and thousands of content articles, videos, offers, products and items, and this graph has a much richer knowledge of what the customer wants. There is an incremental change in what can be done at scale, which is to take the interaction graph and make it a part of Customer experience. That’s what we can do.”
Malila spoke with CUBE Industry Analyst John Fourier during the AWS Startup Showcase “MarTech Emerging Cloud-Scale Customer Experiences,” a broadcast exclusively on CUBE, SiliconANGLE Media’s live broadcast studio. They discussed Blueshift’s use of artificial intelligence and other tools to help companies embrace the new era of marketing. (*Disclosure below.)
Blueshift co-founder stresses that companies must overcome many barriers in order to build an effective graph-based marketing effort. This includes breaking the silos where app data doesn’t speak to social data or moving away from a single focus on email to deliver brand messaging.
There is also the problem of “internal silos” where the organization lacks a common language that fully communicates the interests of the client.
“What do we learn from our clients?” Melilla asked. “It requires the common language of how I know my customers and what I do with them. Often times, organizations are used to speaking their own language but not the common language of what we know about the real customer.”
Artificial intelligence plays an important role in implementing Blueshift’s approach. The company’s SmartHub customer data platform shapes data, artificial intelligence, and automation into customized customer experiences across channels.
“AI-based automation is a key part of the ROI for many AI marketing practitioners,” Mallela noted. “AI marketing is fundamentally based on your vision, takes your creativity, and creates a tool and platform that allows you to run this every day. This is agility at scale.”
Marketing Campaign 10x
Achieving flexibility at scale is a key component of what has become known in the industry as “10x Marketing.” The concept is to take the necessary actions and steps that ultimately lead to an improvement of results by 10 times instead of only 10%. Blueshift’s offerings are designed to make the marketer 10x easier, by providing artificial intelligence and automation tools that allow smaller marketing organizations to achieve better results.
“For a 10x marketer, you need to have the tools that give you speed and agility without hampering your ability to animate any of the campaigns or experiences you want to create,” Mallela said. “It makes no sense to think that a smaller team is doing more. In fact, we have seen that when you have the right tools, smaller teams really achieve more.”
Blueshift discovers that the focus on AI and its tools for a 10x marketer has traction among CMO-led organizations. The CIO may be responsible for organizing the data, but the CMO must find a way to translate that into business results.
“CIOs have been investing in data fabrics, data lakes, and data warehouses for the better part of the last decade,” Mallela said. But this still does not solve the problem of how to take this data and provide a useful and relevant experience for the customer. This is the problem with the CMO, and they are the buyers of our Smart Hub CDP platform.”
Stay tuned for the full video interview, part of SiliconANGLE and theCUBE’s coverage of the AWS Startup Showcase “MarTech Emerging Cloud-Scale Customer Experiences” event.
(*Disclosure: This portion of theCUBE was sponsored by Blueshift Labs Inc.. Neither Blueshift nor the other sponsors had editorial control over the content on the CUBE or SiliconANGLE.)