Say AARRR on “Talk Like A Pirate Day”

It’s International Talk Like a Pirate Day. You can celebrate the day as a growth marketer, by saying AARRR & reminding yourself of Pirate Metrics for growth:




Market to Verbs, not Nouns

Marketers have always believed in targeted marketing. In the past, targeting has meant building a database of customers and their attributes, especially demographic attributes like first & last name, gender, location, and more. In this notion of database marketing, the databases describe nouns, like customers and products, and attributes of these nouns.

I wrote an article today in CMS Wire on how marketers should market to verbs, not nouns. Today’s leading edge marketers are finding that targeting based on nouns is outdated in the world of “Perpetually Connected Customers”, who are accessing information every second on web & mobile. The Perpetually Connected Customer’s actions & behavior are an indicator of their needs and wants desires, and marketers are confirming something that we have always suspected: that customers are multi-dimensional, and behave differently at different times.


Why are verbs more important than nouns in targeted & personalized marketing? And why is their importance increasing over time? The two primary drivers are related to how customers have changed over the recent years, and how media has changed:

  • Perpetuals are not the same consumer from moment to moment: Perpetuals’ willingness to consume, changes depending on what they are doing. When describing people or customers, you could choose to describe them using static attributes like location or gender, that don’t change over time. However, people are multi-dimensional, and their interests and desires shift over time. Understanding the customer’s stream of actions is the only way to react to the changing desires of the perpetually connected customer.
  • The death of mass-media and the drive towards 1:1 personalization: Customer attention spans are shifting away from mass-targeted media (like broadcast TV) towards truly personal mediums where people consume content on their own terms. Correspondingly, marketers and advertisers need to shift their framework away from describing people in ways that are hangovers from the mass-media world –using attributes like gender, location, education etc. Instead, marketers need to concentrate on understanding the set of actions that truly set every individual apart, as no two customers rarely ever follow the same sequence of interactions with the same items.

To read more, head over to CMS Wire.




Programmatic Relationship Marketing

Innovations in programmatic advertising have transformed online media buying, making the process more automated, targeted and measurable. Now programmatic is poised to revolutionize customer relationship marketing.

I wrote an article on this subject today at Adexchanger, titled “When Will The Programmatic Revolution Reach Customer Relationship Marketing?

In my mind, programmatic relationship marketing consists of the following elements:

  • Dynamic Audiences — No more lists. Audiences would be updated in real time, and inclusion won’t necessarily be all-or-nothing. Instead recipients can form an “engagement cloud” where some consumers receive more frequent communications than others based on their interests and previous interactions with a brand.
  • Real-time Triggers – Receiving an email “blast” feels exactly like it sounds. No one likes to be caught in a blast radius. With real-time decision systems, you can now trigger the right message to the right customer at a time that’s based on the customer’s engagement.
  • Dynamic Creative — Personalized template-based communication will help prevent consumers from feeling like they’re being talked at rather than to. This goes beyond acknowledging global variables like time of day, weather and location, and populating creative templates with truly 1:1 elements based on a customer’s interactions with your brand.
  • User-centric, not channel-centric — Channel-centric communication is out. Messaging consumers via their preferred channels — and intelligently across channels — is in.
  • Automatic Measurement and Optimization — Like human beings, marketing campaigns should sense whether or not they’re connecting with their audience. Campaigns that can self-optimize, reacting to what works and what doesn’t, what will deliver more relevant messages and what will do so when recipients are most likely to engage with them.

To read more about about the topic, head over to Adexchanger, or contact us at

Announcing The Launch of Personalization Studio

In today’s perpetually connected world, consumers are leaving behind richer and richer cues about their wants and needs, and are increasingly expecting marketing to be highly personalized. Marketers have always realized the importance of personalization, but find it highly challenging to deliver a hyper-personalized experience across every digital touchpoint. In fact, a study by eConsultancy found that only 5% of marketers are personalizing extensively.

Previous attempts at solving this challenge have been extremely limited: these solutions don’t adapt to the unique nature of each business, don’t customize easily to different audiences, and are hard to integrate with cross-channel campaign execution.

We are changing that today with the launch of Blueshift’s Personalization Studio. Built using  patent-pending technology, Personalization Studio now enables marketers to directly configure and deliver various forms of Hyper-Personalized Predictive Content, based on real-time streams of user interaction events. Read the full announcement here.

If you are ready to start on your hyper-personalization journey, give us a shout at!



Why Marketer-Defined Customer Journeys are No Longer Adequate

I shared my thoughts on PerformanceIN last week on why marketer-defined customer journeys are no longer adequate in the new world of perpetually connected customers.

“..with the rise of the perpetually connected customer, consumer brands are quickly finding that marketer-defined customer journeys are no longer adequate to describe the different ways that customers interact with content or search for products. In this increasingly complex environment, marketers must change the way they conceptualize a consumer’s path to purchase, and adopt a new paradigm — real-time context is king.”

Read more at PerformanceIN’s website.

Welcoming Pete Cowing to Blueshift

I am delighted to announce that Pete Cowing has joined Blueshift as our VP of Sales. Pete brings a wealth of experience from the marketing technology domain, with previous sales leadership positions at Marketo & IBM. With his deep knowledge of the space, Pete has become a trusted advisor to marketers looking for next generation solutions that drive delightful customer experiences and strong RoI.

So why did Pete join Blueshift? In his own words, “Blueshift has set itself apart by focusing deeply on the needs of B2C marketers, and the personalized experience that today’s consumer demands. I’m excited to be joining a company that is setting the standard for personalization and automation in marketing.”

Read more here.

Blueshift Wins Stevie® Awards in Marketing & Big Data Categories



We are excited to share that Blueshift has won awards in 3 categories at the 2016 Stevie Awards. We have long been believed that the next generation of marketing will be powered by big data and machine learning. That’s why we are especially honored to receive the Stevie Awards in new product categories for both marketing as well as big data:

  • Silver Winner: New Product or Service of the Year – Software – Marketing/Public Relations Solution
  • Bronze Winner: New Product or Service of the Year – Software – Big Data Solution
  • Bronze Winner: Tech Startup of the Year

Read more here.

LUMA Capital Partners Invests in Blueshift

I am excited to share with you that LUMA Capital Partners recently co-led our Series A financing round and that LUMA’s Carey Lai has joined our Board as an observer.

The LUMA team is led by some of the world’s smartest and most experienced mar-tech investors and advisors. We could not be more pleased by this alignment because it is validation of our category and market position. Carey brings incomparable experience helping scale companies like Sprinklr and Gigya.


LUMA’s team believe, as we do, that Cross Channel 1:1 Mass Personalization is one of the most important themes for mar-tech in 2016. Marketers know that mass personalization can drive substantial revenue through higher conversions, as well as deliver a delightful consumer experience. However, in order to reach this promised land, marketers need to be able to harness large amounts of real-time and historical data to understand the user’s full context in real-time, select the right content for that context, and deliver the personalized marketing message across different channels. The challenge is especially hard at scale for consumer (B2C or e-commerce) marketers who have a large library of content/merchandise, as well as millions of highly engaged web and mobile visitors.

Traditionally, marketing organizations have not directly been able to tap into the power of big data and machine learning to automate hyper-personalized marketing. As a result, most forms of automated marketing today feel too robotic with a generic message, and don’t communicate a personalized story.

Blueshift’s approach finally changes that. Blueshift enables marketers to create dynamically updating segments of customers based on behavioral & predictive factors, and with a few clicks, select various forms of personalized content ranging from collaborative filtering & retargeting to user affinity based content. Without any involvement from IT, marketers can now create sophisticated campaigns on channels like email, mobile push notifications, SMS, Facebook, display retargeting, and more. At the same time, the platform comes with powerful APIs that can be leveraged by large enterprises to enhance existing marketing technology systems. We are excited to be already executing on this vision at scale.

Look out for more exciting news ahead. If you’re as excited about personalized marketing as we are, and are looking to join a small, accomplished group building the future of this fast growing space, Blueshift is hiring! Head on over to

Tealium Integration

We are excited to announce that Blueshift is now available in the Tealium Tag Marketplace. Tealium is just one of the many ways of streaming real-time events to Blueshift.



Integration with

We are excited to announce a new integration with Segment. Blueshift supports a variety of ways to send event data, and is the latest addition. Read more about it on Segment’s blog.