Personalization platform Blueshift now allows marketers to create their own service

Its new Personalization Studio is designed to accept a range of event streams, so marketers can build specialized experiences for segments or single users.

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From the Blueshift web site

From the Blueshift web site

Blueshift, which has offered a personalization platform since 2014, is today launching a new service that it says allows marketers to tailor their own.

“One way to think about this,” co-founder and CEO Vijay Chittoor told me, “is that every business is very different [from others],” and so has different personalization needs.

Other platforms offering personalization — like Oracle’s Responsys or a standalone recommendation engine like RichRelevance or Magnetic (formerly MyBuys), as well as what his company has previously offered — are “cookie cutter,” he said. That is, they rely on attributes recorded to relational databases, and they offer a limit set of personalization options.

By contrast, he said, the patent-pending processes employed in the new Studio accept a wide range of real-time event streams reflecting user behavior from sites, apps, wearables, Internet of Things connected devices and other sources, as well as from a customer relationship management (CRM) system.

Studio then allows personalized templates to be created for emails, display ads on the web, mobile notifications and other channels.

It’s the first time that marketers can “build their own recommendation engine,” Chittoor said, without bothering the folks in IT.

As an example, he pointed to The Muse, a job site for millennials. It can now employ the many kinds of user interactions undertaken by its visitors — with companies, job notices, career courses and nearly 50 other kinds of events — and create one-to-one personalized career content for individual users.

Its users have a variety of individual needs, Chittoor noted, since some might be looking for a totally new kind of job, some want the same job at a new company, and others might not know what they want.

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About the author

Barry Levine
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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