Blueshift

Overview

Blueshift is a customer data platform (CDP) and cross-channel marketing automation tool. It enables marketers to build unified customer profiles from behavioral data and trigger personalized campaigns across email, SMS, push notifications, in-app messages, and paid advertising channels. Blueshift's website scripts serve as the data collection layer, capturing granular visitor behavior to feed into its AI-driven segmentation and campaign orchestration engine.

Blueshift competes with platforms like Braze, Iterable, and Klaviyo in the marketing automation space, targeting mid-market and enterprise companies that need real-time behavioral triggers across multiple channels.

What This Script Does

When Blueshift's tracking script is deployed on your website, it performs extensive behavioral data collection:

• Event capture: Every meaningful interaction is tracked — page views, product views, search queries, add-to-cart actions, purchases, form submissions, and custom events defined by the site operator.
• User identification: The script associates anonymous browsing sessions with known user profiles when visitors log in, sign up, or identify themselves through form submissions, creating a unified cross-session identity.
• Profile enrichment: Behavioral data from the website is merged with data from other channels (email opens, app usage, purchase history) to build comprehensive customer profiles.
• Cookie and identifier management: Blueshift sets first-party cookies to maintain visitor identity across sessions and pages. These cookies store a unique device identifier that persists until cleared.
• Real-time data streaming: Captured events are transmitted in real time to Blueshift's servers, enabling immediate trigger-based actions like abandoned cart emails or browse abandonment campaigns.
• Retargeting support: Behavioral data collected by Blueshift can be syndicated to advertising platforms for retargeting, matching website visitors to ad audiences on Facebook, Google, and other networks.

The script is designed to capture as much behavioral signal as possible to power Blueshift's AI recommendation and campaign targeting features.

Consent & Compliance

Blueshift's tracking is squarely in the category of marketing data collection that requires consent under European privacy regulations. The script sets persistent cookies for user identification, collects detailed behavioral profiles, and transmits this data to a third party for marketing purposes — all of which trigger consent requirements under the ePrivacy Directive.

Under GDPR, the comprehensive behavioral profiling Blueshift performs constitutes processing of personal data for direct marketing purposes. The cross-channel nature of the platform means data collected on your website may be used to target the same individual via email, SMS, push notifications, and paid advertising — a scope of processing that demands clear, informed consent.

The retargeting data syndication to advertising platforms introduces additional third-party data sharing that must be disclosed and consented to separately in many jurisdictions.

Should You Block This Without Consent?

Yes. Blueshift is a marketing automation platform that collects detailed behavioral data, sets persistent tracking cookies, builds cross-channel user profiles, and supports retargeting. All of this requires explicit consent.