Thought Leaders in Artificial Intelligence: Blueshift CEO Manyam Mallela (Part 4)

Sramana Mitra: Besides the segments that we touched upon, are there any other segments that we need to cover in this discussion that illustrates other aspects of your technology or have we, more or less, covered everything?

Manyam Mallela: This is one aspect of the marketing problem. There are four to five problems in the marketing realm once you get into the notion of how this matters to the customer.

The marketing team needs to have an understanding across a variety of channels that they’re engaging their customers on. Blueshift provides an end-to-end marketing automation with AI built in, which we call Customer Data Activation Platform.

When you have customer data, how do I activate that across every experience touch point? Over the last 10 years, the number of touchpoints has gone up a lot. There are anywhere from 10 to 50 channels depending on each brand. The number of data points per customer has also gone up. That requires a platform that has several layers of tools and capabilities to be able to address their marketing team needs.

Under engagement retention marketing, they have the notion of creating an email campaign. Then you bubble it up to say, “How do I create a multi-channel campaign?”

Then you go one more level and say, “How do I create a journey for the user that doesn’t just span the first or the second touchpoints?” Then you go up one more level, “What is my experience and growth strategies for my visitors?”

We provide a solution all the way from the practitioner level to a CMO who is thinking about strategies. That’s our platform. Within it, we have audience segmentation and content recommendations that marketers can play with.

I can talk a little bit about what it means to take this idea of customer engagement and think of it as, “Why would a marketing organization buy a solution versus thinking of it as a one-point or two-point problem?” Companies face similar problems.

The companies are looking for a full integrated solution that allows them to have a team of marketers work together in one data platform to be able to set this experience. They look at it as, “I have a set of people who have certain workflows that they need to accomplish with intelligence built in that an executive can use to say that this data is leading to a better experience or customer engagement.”

That should not only span a technology but also all the business practices and the workflows of each of these users. The platform needs to move beyond AI algorithms to build a more comprehensive solution for the marketing team that allows many marketers to come into one platform and work together.

It’s a story about technology, but it’s also a story about how the humans who operate the technology have to meld into that in win-win ways. You can call it hybrid intelligence. It’s melding the creativity of the marketer with the technologies. 

This segment is part 4 in the series : Thought Leaders in Artificial Intelligence: Blueshift CEO Manyam Mallela
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