Blueshift’s AI helps platform focus on individuals and continuous journeys

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This week, personalization platform Blueshift is launching AI-powered customer journeys that move its targeting from user segments to individuals, and its focus from single campaign responses to continuous customer journeys.

Blueshift provides personalized marketing through content recommendations, email marketing, and, for mobile devices, push notifications and SMS.

The company’s AI has previously been employed to provide capabilities like Predictive Scores for evaluating such things as which customers are likely to bolt, or to make the most appropriate product or content recommendations to site visitors. The Score might look at data showing, for instance, that certain telco customers are rarely using their data services.

Now, the AI is being used to continually optimize customer journeys. While the Predictive Scores were previously a point-in-time, resulting in a specific campaign effort to a group of users, like sending a discount offer via email, now the scores are continually read so that users can be placed into a customer journey as soon as the individual Score exceeds a threshold.

[Read the full article on MarTech Today.]


About The Author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.


 

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