Bluecore was founded as an email marketing service in 2013, but the company will unveil its next step next week in a rebranding effort coinciding with the annual eTail West conference in Palm Springs, CA.
Bluecore will officially rebrand from an email marketing company to a Real Time Interaction Management (RTIM) company in conjunction with the release of the new Bluecore Decisioning Platform for Commerce.
Fayez Mohamood, co-founder and chief executive officer at Bluecore, describes RTIM as “all about making decisions, and giving marketers the tools they need to make better decisions based on data.”
Retail brands have an ever-increasing influx of data to track, manage and pull insights from, so deciding what will be next can be a complex challenge for marketers. Mohamood says Bluecore intends to address those challenges with its new Bluecore Decisioning Platform for Commerce.
The New York-based company aims to simplify the way ecommerce marketers use data and automation to more effectively communicate with customers in a personalized, relevant manner. Bluecore’s decisioning platform looks to help retail brands connect the various sources of their marketing stack so they can build targeted customer audiences and then orchestrate personalized marketing content across channels like email, search and display.
“Pain points arise when you have data in separate sources, but the way things have been presented is that siloed data is a problem,” says Mohamood. “Our perspective is different -- we think there’s obviously a reason why these siloes exist.”
The Bluecore Decisioning Platform for Commerce takes out the middle stage of needing to integrate siloed data by ingesting data from all known databases, so marketers can focus on the key processes, says Mohamood.
Bluecore will be demonstrating how the new platform works in a keynote presentation at eTail West next week alongside Reebok. Mohamood will be talking with Nick Lamothe, senior marketing manager at Reebok, about how the fitness brand partnered with Bluecore to drive sales and awareness around its recent launch of the CrossFit Nano 7.0 shoe. Reebok was one of a dozen beta testers of the Bluecore Decisioning platform.
Reebok partnered with Bluecore to develop a targeted audience of consumers with a high affinity for Reebok’s CrossFit products, and then personalized email content, Facebook ads and home page results. The resulting campaign saw a 400% ROI improvement over native Facebook targeting and a 76% lift on clicks to the personalized content.
Bluecore and Reebok will hit the stage at eTail West on Tuesday, February 28, at 2:05pm PT on Track D.