Thought Leaders in Artificial Intelligence: Blueshift CEO Manyam Mallela (Part 2)

Sramana Mitra: Let’s elaborate and do some use cases.

Manyam Mallela: Imagine an online learning company that provides education to millions of students. One of our clients is Udacity. Udacity has close to tens of millions of students providing a variety of courses and degrees.

If you’re a marketing organization inside Udacity, you have to tackle two tasks. One is acquiring new students who will take these courses. Another task is around engaging the student beyond that first time and to have them continue with you on one of the longer degrees. Those tasks are acquisition and retention.

On the acquisition side, what happened over the last 15 to 20 years is that the biggies have become much bigger where platforms like Google and Facebook control the majority of how people spend their acquisition budgets, manage their campaigns, and bring those students to their site.

You’re essentially leveraging all the data that Facebook has on a student or person. It’s the same thing for what Google has for both you and me. If you imagine what’s inside Google’s advertising, they have a risk profile of what Manyam does and what Sramana does. Even with all the ad blockings, you would still be providing a rich enough profile for these companies to understand what your intent is.

They do not provide that profile to advertisers, but they allow advertisers and marketers inside Udacity to say, “I would like to advertise against these kinds of profiles.” It may be organic, paid media, or earned media.

All of that combines to bring those new students and new users to your site and app. Suddenly the richness of the data that you used to get that user on to your site is no longer with you. You start understanding from a fresh perspective. How do I engage them to go from the first visit to the second?

The realm of that is CRM marketing or engagement marketing where you’re trying to understand trends by just looking at the data that you have. Google and Facebook, on the other hand, leverage second-party or third-party data.

When it comes to just understanding the user based on your own data, you leverage first-party data more immensely. That’s Blueshift. We had a variety of products that we can offer to the audience and the consumer base. How do we connect to them at that individual level and make sure the experience that they get is unique to them and relevant to them, and has a positive association with the brand.

Blueshift is a first-party data, privacy-compliant platform. Companies like Udacity, Discovery, LendingTree, and PayPal understand their customers from their own interactions and take those steps and campaigns to keep the journey going forward.

This segment is part 2 in the series : Thought Leaders in Artificial Intelligence: Blueshift CEO Manyam Mallela
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