Welcome to the BlueConic Doer Spotlight, where we highlight the hands-on doers using BlueConic to take their data strategies to new heights.
Today, we’re thrilled to hear from Lindsay Hull, Personalization and Data Analytics Manager at Essity. Lindsay reveals how she and her team are harnessing the power of BlueConic to make data-driven, customer-centric decisions.
What's your role?
I am the Personalization and Data Analytics Manager at Essity.
What are the top three things you envisioned accomplishing with the BlueConic CDP?
We had three primary goals:
Understanding who visits our websites and why
Creating a digital experience that keeps future and prospective customers engaged
Building our internal teams to be more data centric in their decision making
What kind of results have you seen since working with BlueConic so far?
It has been great to see results, even in our earlier use cases. We’ve been able to learn and understand our visitors in ways we were never able to before, which has helped us be more customer centric in our decision-making. Seeing these early ‘wins’ has helped our internal teams think about future possibilities with personalization and BlueConic.
What’s the most exciting thing you’ve done with your data using BlueConic?
We’ve done so much!
We’re able to segment visitors into our persona groups to better understand how each persona engages with our platforms. This information provides us with better insights for further developing website features as well as expanding our breadth of online content.
We’ve also built a recommendation algorithm that aligns with our sales team’s recommendations. Whether a customer engages with Tork online or offline, they will see similar recommendations, creating a more holistic experience.
If you could give one piece of advice to a team just starting with BlueConic, what would it be?
Working in the B2B space has its challenges when it comes to personalization, but in many ways, it’s similar to B2C. Visitor expectations don’t change when they are on a website for work purposes and neither should their experience. We take a lot of our inspiration from B2C websites that are doing personalization right and try to alter it to fit our B2B visitor’s needs.
What’s next on your BlueConic journey?
We have big plans for BlueConic in 2025! We will be adding cart checkout reminders to checkout pages, ensuring customers are never out of stock of Tork products. We’re also building personalized search capabilities with the help of BlueConic. Next year, we hope to expand our product recommendation tool further to help our sales partners find the best Tork products for their customer’s needs and we plan to develop a lead scoring model through data collected in the CDP.
