The CDP was shortlisted for its role in transforming HEINEKEN USA’s first-party data strategy
BOSTON, October 18, 2021 – Hot off the heels of its third consecutive “Best Customer Data Platform” MarTech Breakthrough award, BlueConic, the world’s leading pure-play customer data platform (CDP), continues to attract industry acclaim. Judges for Digiday’s Technology Awards and ExchangeWire’s The Wire 2021 awards have named BlueConic a finalist in the “Best Customer Data Platform” and “Best Use of Data” categories respectively, thanks to the role it played in helping HEINEKEN USA successfully navigate the shift from third-party to first-party data and bolster direct-to-consumer engagement.
With web browsers restricting the use of third-party cookies and privacy legislation like GDPR and CCPA becoming more prominent, HEINEKEN USA knew putting consumers at the center of its business and reducing reliance on third-party data was imperative. But its lack of first-party data, particularly transactional data, presented a challenge.
Working with BlueConic, HEINEKEN USA launched a first-party data strategy designed to gain new insights and engage consumers in ways that are privacy compliant and offer value. Using creative data capture methods, the company was able to build its own unified first-party data asset and activate it across channels to deliver more personalized experiences.
Further still, HEINEKEN USA was able to replace DMP-based segmentation with reliable, multi-dimensional segmentation, further refine ad targeting to consumers who were more likely to convert, mitigate consumer data risk while gaining new customer insights, and add new channels to its marketing mix not previously possible.
In a single year, BlueConic helped HEINEKEN USA create millions of unified customer profiles (referred to by the company as ‘golden consumer records’). Additionally, HEINEKEN USA improved media efficiency when comparing key performance metrics before and after BlueConic was implemented.
“When one of the largest and most recognized CPG brands like HEINEKEN USA talks about the transformative effect that our technology has had on its business – it’s likely to get noticed. Not only have the judges for both awards seen just how powerful our technology is thanks to HEINEKEN’s use cases, but we’ve also seen a huge spike in enquiries from other blue-chip companies. The message that a robust first-party data strategy is critical for business operations is being heard, and these awards further validate BlueConic as the leading customer data platform to deliver it,” said Bart Heilbron, Founder and CEO of BlueConic.
BlueConic, the leading pure-play customer data platform, liberates companies’ first-party data from disparate systems and makes it accessible wherever and whenever it is required to transform customer relationships and drive business growth. Over 300 companies worldwide, including Hearst Newspapers, Heineken, ING, T-Mobile, UEFA, and VF Corp, use BlueConic to unify data into persistent, individual-level profiles, and then activate it across customer touchpoints and systems in support of a wide range of growth-focused initiatives, including customer lifecycle orchestration, modeling and analytics, digital products and experiences, audience-based monetization, and more. BlueConic is a global company with offices in the US and Europe. Learn more at http://www.blueconic.com and follow us on Twitter and LinkedIn @BlueConic.