send15 | identity as the foundation of personalized marketing
TRANSCRIPT
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Identity as the Foundation of Personalized
Marketing
Andrea Rus
Sales Director - SEMEA
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What is Identity?
Customer Identity
Management
Single Sign On Know Your Customer
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Identity and the modern connected customer
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Why are relationships broken and how well does your business perform?
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Gigya: Customer Identity Management Platform.
Registration-as-a-Service Profile Management Customer Insights
Social Login & SSO Regulation & Compliance Identity Access
Engagement & Loyalty Hygiene & Governance IDX Partners
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1st Party Identity Data
First Name X X X
Last Name X X X
Email X X
Birthday X X
Gender X X
City X X
State X X
Country X X X
Zip Code X
Interests X
Likes X X
Activities X
Education X X X
Work X X X
Relationship X X
Single Customer Identity
Registration Data
Traditional Registration
Progressive Profiling
Conditional Profiling
Behavioral Data
Purchases
Ad Clicks
Page Views
Shares
Comments / Reviews
System Data
Location
Time
IP Address
Opt-ins
Data
Registration
Data
Social
Data
Behavioral
Data
Likes &
InterestsConnections
Favorite MoviesFavorite Music
TV Shows
Sports Teams
Education
Workplace
Purchases
Preferences
Location
Shipping Information
Check-ins
Devices
iRank
Opt-ins
Favorite Books
Subscriptions
Work History
Time Spent
Conversion Rate
Site ID
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Digital Marketing Hub
Campaign
Management
E-Mail / SMS
Marketing
Paid Search /
Display Mgmt.
Targeting and
Attribution
Direct Mail
Management
Reporting and
Monitoring
Role of Identity in today’s technology stack
Identity & Profile
System
Web
Mobile
IoT
Reservation Systems
Activity & Spa
Booking
Accommodation
Booking
F&B Retail
Enterprise Bl
Marketing Datamart
Other Datamarts
User Experience Platform
CMS Analytics
Tag ManagementPersonalisation
Engine
Multi-Variant
Testing
Digital Asset
Management
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Identity as an enabler for top line growth
Single, comprehensive
view of users
Customer Identity
Management
Cohesive user experience
across touchpoints
Single Sign On
Personalised relationship,
targeted marketing & ads
Know Your Customer
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Sample References
We help our customers with creating innovation and drive top line revenue through effective customer
identity management
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Retail - Natura
The Project
• Building a comprehensive ecommerce platform where consumers can browse Natura products and connect with consultants directly.
• Customers can search and select consultants using any of the information in their profiles, such as their areas of expertise and star rating.
Key Results
• Contributed to network growth of over 100 million consumers and 14k consultants
• A 9x increase in repeat user logins
• A 6x increase in social referral traffic - average of10% total daily site traffic
Increase loyalty through Gamification
Share & Review – track referrals
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Telco - Frontier
• Standardizing security best practices across
the enterprise
• Streamlining registration on front-end and
back-end
• Shifting from an account-centric to customer-
centric view
“We knew that to give users a better experience, we needed to
integrate customer identity management across the enterprise.
Whatever solution we chose had to streamline registration on the
front-end while standardizing security protocols on the back-end.”
Eric Del Sesto
VP of IT at Frontier Communications
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Media & Publishing : Forbes
100% increase in newly registered
users
67% of new users register via
Social Login
60% increase in comment
activity
“The impact of Gigya’s Platform for Identity Driven Relationships was apparent immediately at launch.”
Steve McNally
Senior Group Director of Editorial Tools
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Energy Utility - NOPEC
• Increased Registration and Self Service capabilities
• Reduced call-centre costs and enhanced User Experience
• Digital Loyalty rewarding users for online Actions - pay a
bill, Share content, Refer Friends…
• Increased customer knowledge through Social Login and
Conditional Profiling
• Personalised Advisory Services and Communities’
services
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Food/Drinks : New Belgium Brewing
• Over 8x boost in new user
registrations in just one day
• More than 5x growth in average
daily logins
• 10x increase in shares at
hundreds of social shares per day
• 16% lift in referral traffic
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FMCG - Danone Nutricia
• Achieved a single customer view across
channels and devices, including vending
machines
• Data Analytics for insights and strategy
• Increase in retention and daily logins
• Unified Management of Privacy
compliance
Putting Gigya at the centre of our customer experience has been a success.
Not only can we identify and understand our customers, but we can take this data
to drive relationships, retention and ultimately revenue across channels”
Max Goijarts
Technology Manager at Nutricia- Danone
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Customer Identity Management – Challenges & Benefits
Identify Customers Across Devices & DBs Provide Consolidated Customer View
Anonymous Users Facilitating Known, Registered Users
Expensive & Inaccurate 3rd Party Data Rich & Accurate 1st Party Data
Managing Privacy & Securing Data Privacy Compliance & Data Security
Driving Results with Customer Data Data Into Mktg Apps to Increase ROI
Business Challenges Identity Solutions