How Blueshift built-in their buyer knowledge surroundings with Amazon Redshift to unify and activate buyer knowledge for advertising

This submit was co-written with Vijay Chitoor, Co-Founder & CEO, and Mehul Shah, Co-Founder and CTO from the Blueshift group, because the lead authors.

Blueshift is a San Francisco-based startup that helps entrepreneurs ship distinctive buyer experiences on each channel, delivering related personalised advertising. Blueshift’s SmartHub Buyer Knowledge Platform (CDP) empowers advertising groups to activate their first-party buyer knowledge to drive 1:1 personalization on owned (e-mail, cell) and paid (Google, Fb, and so forth) web site and buyer (CX) channels.

On this submit, Blueshift’s founding group focus on how they used Amazon Redshift Knowledge API to combine knowledge from their buyer’s Amazon Redshift knowledge warehouse with their CDP surroundings to assist entrepreneurs activate their enterprise knowledge and drive progress for his or her companies.

Enterprise want

In right now’s omnichannel world, advertising groups at trendy enterprises are being tasked with partaking prospects on a number of channels. To efficiently ship clever buyer engagement, entrepreneurs have to function with a 360 diploma view of their prospects that takes into consideration numerous sorts of knowledge, together with buyer habits, demographics, consent and preferences, transactions, knowledge from human assisted and digital interactions, and extra. Nonetheless, unifying this knowledge and making it actionable for entrepreneurs is commonly a herculean activity. Now, for the primary time, with the combination of Blueshift with Amazon Redshift, corporations can use extra knowledge than ever for clever cross-channel engagement.

Amazon Redshift is a quick, totally managed cloud knowledge warehouse. Tens of hundreds of consumers use Amazon Redshift as their analytics infrastructure. Customers corresponding to knowledge analysts, database builders, and knowledge scientists use SQL to research their knowledge in Amazon Redshift knowledge warehouses. Amazon Redshift supplies a web-based question editor along with supporting connectivity by way of ODBC/JDBC or the Redshift Knowledge API.

Blueshift goals at empowering enterprise customers to unlock knowledge in such knowledge warehouses and activate audiences with personalised journeys for segmentation, 1:1 messaging, web site, cell, and paid media use instances. Furthermore, Blueshift may help mix this knowledge in Amazon Redshift knowledge warehouses with real-time web site and cell knowledge for real-time profiles and activation, enabling this knowledge for use by entrepreneurs in these companies.

Though the information in Amazon Redshift is extremely highly effective, entrepreneurs are unable to make use of it in it’s unique kind for buyer engagement for a wide range of causes. Firstly, querying the information requires data of question languages like SQL, which entrepreneurs aren’t essentially adept at. Moreover, entrepreneurs want to mix the information within the warehouse with extra sources of knowledge which can be vital for buyer engagement, together with real-time occasions (for instance, a web site web page considered by a buyer), in addition to channel-level permissions and identification.

With the brand new integration, Blueshift prospects can ingest multidimensional knowledge tables from Amazon Redshift (for instance, a buyer desk, transactions desk, and product catalog desk) into Blueshift to construct a single buyer view that’s accessible by entrepreneurs. The bi-directional integration additionally ensures that predictive knowledge attributes computed in Blueshift, in addition to marketing campaign engagement knowledge from Blueshift, are written again into Amazon Redshift tables, enabling know-how and analytics groups to have a complete view of the information.

On this submit, we describe how Blueshift integrates with Amazon Redshift. We spotlight the bi-directional integration with knowledge flowing from a buyer’s Amazon Redshift knowledge warehouse to Blueshift’s CDP surroundings and vice versa. These mechanisms are facilitated by way of the usage of the Redshift Knowledge API.

Resolution overview

The combination between the 2 environments is achieved by way of a connector. We focus on the connector’s core parts on this part. Blueshift makes use of a hybrid strategy utilizing Redshift S3 UNLOAD, Redshift S3 COPY, and the Redshift Knowledge API to simplify the combination between Blueshift and Amazon Redshift, thereby facilitating the information must empower advertising groups. The next movement diagram reveals the overview of the answer.

Blueshift makes use of container know-how to ingest and course of knowledge. The information ingestion and egress containers are scaled up and down relying on the quantity of knowledge being processed. One of many key design tenets was to simplify the design by not having to handle connections or energetic connection swimming pools. The Redshift Knowledge API helps a HTTP-based SQL interface with out the necessity for actively managing connections. As depicted within the course of movement, the Redshift Knowledge API permits you to entry knowledge from Amazon Redshift with numerous sorts of conventional, cloud-native, containerized, serverless net service-based functions and event-driven functions. The Blueshift utility contains a mixture of programming languages, together with Ruby (for the customer-facing dashboard), Go (for container workloads), and Python (for knowledge science workloads). The Redshift Knowledge API helps bindings in Python, Go, Java, Node.js, PHP, Ruby, and C++, which makes it easy for developer groups to combine shortly.

With the Redshift Knowledge API integration in place in Blueshift’s utility, IT customers from Blueshift prospects can arrange and validate the information connection, and subsequently Blueshift’s enterprise customers (entrepreneurs) can seamlessly extract worth from knowledge by growing insights and placing these insights into motion for the client knowledge housed in AWS Redshift seamlessly. Due to this fact, the method developed by Blueshift utilizing the Redshift Knowledge API considerably lowers the barrier for entry for brand new customers while not having knowledge warehousing expertise or ongoing IT dependencies for the enterprise person.

The answer structure depicted within the following determine reveals how the assorted parts of the CDP surroundings and Amazon Redshift combine to offer the the end-to-end resolution.

shows how the various components of the CDP environment and Amazon Redshift integrate to provide the the end-to-end solution


On this part, we describe the necessities of the combination resolution between the 2 infrastructures. A typical knowledge implementation with prospects includes knowledge from Amazon Redshift ingesting into the Blueshift CDP surroundings. This ingestion mechanism should accommodate completely different knowledge varieties, corresponding to the next:

  • Buyer CRM knowledge (person identifiers and numerous CRM fields). A typical vary for knowledge quantity to be supported for this knowledge kind is 50–500 GB ingested as soon as initially.
  • Actual-time habits or occasions knowledge (for instance, enjoying or pausing a film).
  • Transactions knowledge, corresponding to subscription purchases. Typical knowledge volumes ingested each day for occasions and transactions are within the 500 GB – 1 TB vary.
  • Catalog content material (for instance, an inventory of reveals or films for discovery), which is often about 1 GB in measurement ingested each day.

The combination additionally must assist Blueshift’s CDP platform surroundings to export knowledge to Amazon Redshift. This contains knowledge corresponding to marketing campaign actions like emails being considered, which may run into tens of TB, and phase or person exports to assist an inventory of customers which can be a part of a phase definition, usually 50–500 GB exported each day.

Combine Amazon Redshift with knowledge functions

Amazon Redshift supplies a number of methods to shortly combine knowledge functions.

For the preliminary knowledge hundreds, Blueshift makes use of Redshift S3 UNLOAD to dump Amazon Redshift knowledge into Amazon Easy Storage Service (Amazon S3). Blueshift natively makes use of Amazon S3 as a persistent object retailer and helps bulk ingestion and export from Amazon S3. Knowledge hundreds from Amazon S3 are ingested in parallel and lower down on knowledge load occasions, enabling Blueshift purchasers to shortly onboard.

For incremental knowledge ingestion, Blueshift knowledge import jobs monitor the final time an import was run, and import new rows of knowledge which were added or up to date for the reason that earlier import ran. Blueshift stays in sync with modifications (updates or inserts) to the Amazon Redshift knowledge warehouse utilizing the Redshift Knowledge API. Blueshift makes use of the last_updated_at column in Amazon Redshift tables to find out new or up to date rows and subsequently ingest these utilizing the Redshift Knowledge API. Blueshift’s knowledge integration cron job syncs knowledge in near-real time utilizing the Redshift Knowledge API by polling for updates on a daily cadence (for instance, each 10 minutes, hourly, or each day). The cadence might be tuned relying on knowledge freshness necessities.

The next desk summarizes the combination varieties.

Integration kind Integration mechanism Benefit
Preliminary knowledge ingestion from Amazon Redshift to Blueshift Redshift S3 UNLOAD command Preliminary knowledge is exported from Amazon Redshift by way of Amazon S3 to permit sooner parallel hundreds into Blueshift utilizing the Amazon Redshift UNLOAD command.
Incremental knowledge ingestion from Amazon Redshift to Blueshift Redshift Knowledge API Incremental knowledge modifications are synchronized utilizing the Redshift Knowledge API in near-real time.
Knowledge export from Blueshift to Amazon Redshift Redshift S3 COPY command Blueshift natively shops marketing campaign exercise and phase knowledge in Amazon S3, which is loaded into Amazon Redshift utilizing the Redshift S3 COPY command.

Redshift helps quite a few out-of-the-box mechanisms to offer knowledge entry. Blueshift was in a position to lower down the information onboarding time for purchasers through the use of a hybrid strategy of integrating with Amazon Redshift with Redshift S3 UNLOAD, the Redshift Knowledge API, and Redshift S3 COPY. Blueshift is ready to lower down the preliminary knowledge load time, in addition to be up to date in near-real time with modifications in Amazon Redshift and vice versa.


On this submit, we confirmed how Blueshift built-in with the Redshift Knowledge API to ingest buyer knowledge. This integration was seamless and demonstrated how easy the Redshift Knowledge API makes integration with exterior functions, corresponding to Blueshift’s CDP surroundings for advertising, with Amazon Redshift. The outlined use instances on this submit are just some examples of learn how to use the Redshift Knowledge API to simplify interactions between customers and Amazon Redshift clusters.

Now go construct and combine Amazon Redshift with Blueshift.

Concerning the authors

Vijay Chittoor is the CEO & co-founder of Blueshift. Vijay has a wealth of expertise in AI, advertising know-how and e-commerce domains. Vijay was beforehand the co-founder & CEO of Mertado (acquired by Groupon to develop into Groupon Items), and an early group member at Kosmix (acquired by Walmart to develop into @WalmartLabs). A former marketing consultant with McKinsey & Co., Vijay is a graduate of Harvard Enterprise College’s MBA Program. He additionally holds Bachelor’s and Grasp’s levels in Electrical Engineering from the Indian Institute of Expertise, Bombay.

Mehul Shah is co-Founder & CTO at Blueshift. Beforehand, he was a co-founder & CTO at Mertado, which was acquired by Groupon to develop into Groupon Items. Mehul was an early worker at Kosmix that was acquired by Walmart to develop into @WalmartLabs. Mehul is a Y Combinator alumni and a graduate of College of Southern California. Mehul is a co-inventor of 12+ patents, and coaches a center college robotics group.

Manohar Vellala is a Senior Options Architect at AWS working with digital native prospects on their cloud native journey. He’s primarily based in San Francisco Bay Space and is obsessed with serving to prospects construct trendy functions that may take the total benefit of the cloud. Previous to AWS he labored at the place he helped prospects construct ML fashions. His pursuits are Storage, Knowledge Analytics and AI/ML.

Prashant Tyagi joined AWS in September 2020, the place he now manages the options structure group targeted on enabling digital native companies. Prashant labored beforehand at ThermoFisher Scientific, and GE Digital the place he held roles as Sr. Director for his or her Digital Transformation initiatives. Prashant has enabled digital transformation for patrons within the Life Sciences and different trade verticals. He has expertise in IoT, Knowledge Lakes and AI/ML technical domains. He lives within the bay space in California.

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