BlueConic Launches Actionable Journey Insights

BlueConic, a provider of user-driven marketing in the cloud, today announced Actionable Journey Insights, allowing marketers to not only classify new segments of users, but also capture and act on real-time insights for each user's cross-channel journey.

BlueConic connects disparate data silos so marketers have all their user data in a single place, creating a comprehensive profile on each individual user and creating customized, highly-relevant interactions that can be delivered in real time.

Among the additions in Actionable Journey Insights is a segment discovery capability that enables marketers to organize individual users to discover new and valuable segments. With this insight, marketers can then, for example, identify the qualities of those abandoning their online shopping carts and improve the experience for this specific segment.

Additional new capabilities provide insight into the performance of those segments against designed interactions and dialogues. Marketers can identify success or failure against their performance indicators and manipulate dialogues in real time to improve the outcome. This is done through advanced visual representations of the customer journey, connecting data from myriad, disparate channels in a single dashboard. For cart abandonment, the marketer will be able to use these visualization capabilities to see that a particular message, such as offering free shipping, is not yielding meaningful response and will be able to adjust the offer to make it more relevant, deploy an email service provider to serve that offer, and ultimately improve recovery to meet KPIs.

"Mass marketing is no longer effective, which is why user-driven marketing is emerging as the best way to engage customers and increase conversions," said Bart Heilbron, CEO and co-founder of BlueConic, in a statement. "These capabilities create a foundation for marketers to make that shift. The ability to discover new segments, gain deep insights into their journeys at the individual user level, and take action to personalize for them are capabilities unavailable anywhere else in the market. We are incredibly excited to now be offering them to our customers to decrease hassle and improve outcomes."

The company in March enhanced its online customer engagement platform to simplify management of online marketing campaigns.

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