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:




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.



Cultivating Stickiness and Repeat Behavior With Mobile Commerce Apps

Brand-loyalty & stickiness of customers have long been a problem for e-commerce, especially with price comparison on the web. However, in the new age of mobile commerce, early data is suggesting that apps might just be the cure that the doctor ordered.

Measures of brand loyalty and stickiness could include retention rates and repeat usage frequency. According to data from Adobe, apps are significantly better than websites in terms of time spent per session and user frequency per month. The data also shows that the retail category compares well with other categories in terms of repeat engagement. Also, app engagement data from Flurry shows that retail apps have a healthy 30% retention.


The reasons for higher stickiness aren’t hard to understand:

  • Strong linkage with identity: Mobile commerce apps have an advantage unlike the web, of being able to uniquely identify users on each session. The identification can be as simple as a unique device ID (because mobile devices are personal), or by signing a user in upfront and keeping them logged in. In the process, app owners can respond to each user’s browsing and buying patters, as well as respond to context parameters like the user’s location.
  • Price comparison becoming less relevant: Since app inventory is not indexed or linked-to by price comparison engines, mobile app users are less likely to price compare than web users.
  • New forms of commerce that have a daily use case: As we have written earlier, mobile apps have enabled new forms of commerce that have a more frequent use case: e.g, Uber, Lyft & Flywheel for hailing cabs, or Sprig, Munchery and Spoonrocket for food delivery. Many such use-cases also revolve around hyper local & perishable inventory that makes price comparison even harder. All these use cases are making users more likely to engage with m-commerce apps more frequently.
  • Demand creation through superior engagement: M-commerce apps can create demand instead of merely fulfilling it by engaging customers in their spare time. Since users are carrying their devices with them all the time, m-commerce apps have an opportunity to engage users much before the purchasing decision.


The era of mobile commerce will be dominated by high loyalty in repeat visits and repeat engagement. How can your brand win in this new world?


  • Capture users’ attention further up the funnel: The first step to winning the mobile app commerce game is to create unique and compelling value propositions for which your brand is the leader. On the desktop web, e-commerce companies compete fiercely to win momentary purchase decisions: being the lowest priced item, and optimizing your funnel for search traffic is often very important. However, in the mobile app world, the biggest battle to win is to convince the user to install your app in the first place, much higher up in the purchase funnel.
  • Drive engagement before transactions: You often hear about how traffic (number of sessions) is high on mobile but conversion rates are low. The simplistic explanation for this is that users browse on mobile and buy on the desktop. However, despite that, companies like Groupon are able to drive more than half of sales from the mobile platform. Therefore, a different way to look at the conversion rate statistic is that consumers are transacting as much on mobile, but that they spend many more sessions engaging before transacting. Brands that understand this focus as much on driving mobile engagement as they do on driving transactions.
  • Personalize every touch-point: Mobile apps offer an opportunity to make each experience with the user highly personalized, including in-app content and offers as well as push notifications. Blueshift’s multichannel segmentation & personalization technology makes it really easy to segment users and personalize content across every touch point
  • Price and promotions can be used in innovative ways: With perishable and hyper-local inventory, unfulfilled-supply and excess-demand have now become levers for pricing, with Uber’s surge pricing being the most commonly cited example. Another pricing lever is to use personalized “credits” based on a strong understanding of the user’s propensity to purchase with & without credits.