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 Manu Muddappa, Web Analytics Manager at Infosys. Manu shares how he’s been using BlueConic to turn raw data into personalized experiences, driving conversions and transforming their MarTech stack into a unified powerhouse.
What's your role?
I am a Web Analytics Manager at Infosys. My role involves overseeing the collection, measurement and analysis of web data to understand and optimize online experiences. This includes working with a variety of tools and platforms to ensure that our data is not only accurate but also actionable, enabling us to make informed decisions that drive business growth.
What are the top three things you envisioned accomplishing with the BlueConic CDP?
When we decided to implement BlueConic, we had three primary objectives in mind:
Establish a Primary Data Source for Marketing: We aimed to make BlueConic the central repository—or the "brain"—for all of our marketing data. This meant creating a unified view of our customers by consolidating data from various sources, allowing us to have a single point of truth for our marketing efforts.
Build a Foundation for Our MarTech Stack: Another key goal was to use BlueConic as the core platform to integrate and support our broader marketing technology ecosystem. By doing this, we hoped to streamline our workflows and ensure that our various MarTech tools were working in harmony, powered by the same robust data set.
EnhanceData Analysis and Website Optimization: Finally, we wanted to leverage BlueConic for more sophisticated data analysis. This would allow us to continuously enhance website performance and deliver more personalized experiences to our users. We envisioned using BlueConic's powerful analytics capabilities to gain deeper insights and refine our digital strategies over time.
What’s the most exciting thing you’ve done with your data using BlueConic?
Since implementing BlueConic, we have successfully integrated all our marketing data and shared segmented data with other tools in our stack. Utilizing the AI notebook feature, we’ve been able to perform more precise segmentation, which has significantly enhanced our ability to deliver personalized experiences. Tools like the interest ranker have played a crucial role in refining our personalization efforts, enabling us to target users with content that truly resonates with their interests and behaviors.
What kind of results have you seen since working with BlueConic so far?
One of the standout achievements has been achieving some of the highest conversion rates we’ve ever seen in our campaigns. This success is largely attributed to the personalized strategies we developed through the segmentation capabilities of the AI notebook and by effectively targeting the right audience segments within the LifeCycle module. Additionally, our ability to analyze data and generate actionable insights has improved dramatically, empowering us to make more informed decisions that drive better outcomes.
If you could give one piece of advice to a team just starting with BlueConic, what would it be?
My advice to any team just beginning their journey with BlueConic is to take full advantage of the resources available to you. Even with a team of experts, there will inevitably be challenges along the way that require assistance. BlueConic offers a valuable knowledge base and free certifications. Additionally, the Customer Success Manager (CSM) and support team are exceptional, providing quick and prompt resolution to any queries you might have.
What’s next on your BlueConic journey?
Since 2020, we’ve been leveraging BlueConic to achieve significant milestones that have saved us both time and money. Looking ahead, our goal is to take personalization to the next level with advanced content recommendations. We’re also excited about exploring the additional possibilities that the AI notebooks offer. This will allow us to delve deeper into our data, uncover new insights and continue refining our approach to delivering exceptional digital experiences.
