SEND15 | Identity as the Foundation of Personalized Marketing

#SEND15

IDENTITY AS THE FOUNDATION OF PERSONALIZED

MARKETING

Andrea Rus

Sales Director - SEMEA

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Identity as the Foundation of Personalized

Marketing

Andrea Rus

Sales Director - SEMEA


What is Identity?

Customer Identity

Management

Single Sign On Know Your Customer


Identity and the modern connected customer


Why are relationships broken and how well does your business perform?


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


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


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


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


Sample References

We help our customers with creating innovation and drive top line revenue through effective customer

identity management


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


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


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


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


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


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


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

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SEND15 | Identity as the Foundation of Personalized Marketing

Marketing

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