1. ACHIEVING A SINGLE CUSTOMER VIEW: THE HOLY GRAIL FOR
MARKETERS How to Put Customer Identity at the Center of Your
Marketing Strategy
2. IDENTIFYING YOUR CUSTOMERS
3. GIGYA.COM | 3 Focusing on First-Party Data First Party Data
is Gold Standard for Marketers Traditional 3rd party Data is
unreliable. Cookies dont tell you about your customerworse they are
the are related to the device and not to a person
4. GIGYA.COM | 4 Collecting First Party Data How companies
collect first Party Data: 1. Purchase forms 2. Site Registration 3.
Email subscriptions 4. Social Log-on
5. GIGYA.COM | 5 Social Login Allow users to authenticate using
existing Social Network Credentials. Social login reduces barriers
Recent Survey: Over 60% of consumers say they use social login
always or often when given the option,
6. GIGYA.COM | 6 Registration Best Practices The below
registration page serves as a prime example of the elements needed
to encourage unknown site visitors to identify themselves as known
customers. 1. Gives visitors the option of both social and
traditional sign-in. 2. Provides multiple social login options. 3.
Clearly lists the benefits of becoming a registered user. 4.
Specifically states the data points being collected, and doesnt ask
for too much information at once. 5. Lets users know upfront that
their data is protected. 6. Incorporates custom opt-in fields. 1 2
3 4 5 6
7. MANAGING CUSTOMER IDENTITY DATA
8. GIGYA.COM | 8 Not All Data Is Created Equal Structured Data
vs. Unstructured Data With such a huge volume of identity data from
such a wide variety of sources, capturing and storing customer data
in an accurate and organized manner can be a nightmare. 80% of the
worlds data is unstructured, meaning that it cannot be efficiently
stored in a predefined manner, and comes from sources like social
networks, text messages and videos. In contrast, structured data
refers to information that fits neatly into pre-defined database
fields, like name, email address and zip code. Legacy databases
were not built to reconcile both structured and unstructured data,
but without a clear and aggregate understanding of both data types,
achieving a single customer view is impossible. Structured Data
Unstructured Data Name Email address Zip Code Birthday Gender
Credit card number Connections and relationships Emails or text
messages Social network shares Favorite brands Video Audio
9. GIGYA.COM | 9 Security and Compliance Security and privacy
compliance must be priority Data is every companys biggest asset
Its your responsibility to protect it. Security must be a core
feature of your customer database Must Adhere to local data privacy
and protection laws. .
10. INTEGRATING AND APPLYING DATA ACROSS MARKETING
CAMPAIGNS
11. GIGYA.COM | 11 From Storage to Action Data base must be
configured in a way that marketers and non-technical users can
easily access and leverage the data. 93% of executives believe
their organization is losing an average of 14% of annual revenue
without the ability to act on the customer data they collect
(Oracle
12. GIGYA.COM | 12 Data Insights Database must provide relevant
insights and reporting based on the data collected. Based on these
customer insights, marketers should be able to drill down and
segment users based on specific data points. Aberdeen study found
that less than of the information that companies control is even
available for extracting insights (WSJ).
13. GIGYA.COM | 13 Data Integration with Existing Marketing
Tools A modern customer identity database should not only aggregate
data across multiple sources; it should also be able to seamlessly
share this data with your existing third-party marketing platforms
and business systems. ie. Email Marketing Service, Ad Servers, DMP
etc. . 96% of marketers say that fully integrated marketing
technology would have a positive, strong or very strong effect on
their marketing goals. However, only 4% of respondents claim that
their marketing tools are fully integrated (Signal)!
14. THE HOLY GRAIL
15. GIGYA.COM | 15 What A Single Customer View Can Do By
enabling all business leaders to analyze, understand and take
action on customer identity data, youve done it - you have achieved
a single customer view! The opportunities this holy grail presents
to optimize your user experiences are virtually endless. Lets take
a look at how some of todays leading brands are using customer
knowledge to win business, build relationships and and drive
loyalty.
16. GIGYA.COM |gigya.com | 16 Forbes: Increasing Registration
Conversions Determined to increase new user registrations and
provide users with a better site experience, Forbes partnered with
Gigya to power social login on Forbes.com. Once users authenticate
their identities using their choice of a variety of social
networks, they can seamlessly interact with the Forbes community by
commenting on articles or following their favorite Forbes
contributors. RESULTS 100% increase in newly registered users 67%
of new users registering via social login 60% increase in comment
activity The impact of Gigyas technology was apparent immediately
at launch. Even with little initial promotion, weve seen
significant growth in new members and engagement. - Steve McNally,
Senior Group Director of Editorial Tools at Forbes
17. GIGYA.COM | 17 Email Marketing When fans login socially to
NFL.com website, they are asked to provide their birthdays. This
information is stored and passed to an email marketing platform
that automatically dispatches birthday emails to fans on their
special days, offering a celebratory birthday discount.
18. GIGYA.COM |gigya.com | 18 Northern and Shell: OK! Magazine
Northern and Shell the #1 Celebrity Magazine in the UK leveraged
Gigya social engagement tools and Consumer Identity Management to
segment their audience and target ads more effectively. RESULTS
More than 50% of registrations are Social Increased CPM from $12 to
$38 Increased Mobile Banner from $6 to $10
19. GIGYA.COM |gigya.com | 19 24 Hour Fitness: Rewarding Top
Users 24 Hour Fitness was looking for a way to foster member
loyalty while increasing new fitness club sign-ups. By prompting
existing members to login socially and share free 3-day passes with
their social networks, 24 Hour Fitness is able to recognize and
reward brand advocates based on individual referral volume. The
fitness club then sends them tailored thank you packages to
encourage future referrals. RESULTS 331,500 new social referrals in
3 months Referrals drove $600,000 in LTV revenue Referrals equated
to $3MM in online media street value The results of our social
referral program are significant, and we plan to append our
existing member database with the social insights derived from
Gigyas technology to help us reach our members in smarter, more
relevant ways. - Joe Beruta, Head of Marketing & Communications
at 24 Hour Fitness, Inc.
20. GIGYA.COM | SOLUTION: CONNECTED CONSUMER MANAGEMENT SUITE
CONNECT COLLECT CONVERT Social Login Registration-as-a-Service
Single Sign-on Social Privacy Identity Storage Social Sync Social
Compliance Social Plugins Loyalty 3rd Party Mktg Tools
Integration
21. GIGYA.COM | Gigya Highlights 800+ clients, including 45% of
the comScore top 100 Technology reaches 1.5 billion consumers
monthly Implemented in more than 46 countries Awards/Recognition
ENTERPRISE MID-MARKET & EMERGING 800 Clients & 1.5B
Consumers
22. ABOUT GIGYA Gigya's Customer Identity Management Platform
helps companies build better customer relationships by turning
unknown visitors into known, loyal and engaged customers. With
Gigyas technology, businesses increase registrations and identify
customers across devices, consolidate data into rich customer
profiles, and provide better service, products and experiences by
integrating data into marketing and service applications. Gigya's
platform was designed from the ground up for social identities,
mobile devices, consumer privacy and modern marketing. Gigya
provides developers with the APIs they need to easily build and
maintain secure and scalable registration, authentication, profile
management, data analytics and third-party integrations. More than
700 of the worlds leading businesses such as Fox, Forbes, and
Verizon rely on Gigya to build identity-driven relationships and to
provide scalable, secure Customer Identity Management. For more
details about Gigya, visit www.gigya.com. 2014 Gigya Incorporated.
All rights reserved. Gigya, the Gigya logo, and Customer Identity
Management Platform are either registered trademarks or trademarks
of Gigya Incorporated in the United States and/or other countries.
All other trademarks are the property of their respective owners.
Gigya does not own any end user data or maintain any other rights
to this data, other than utilizing it to make Gigya's services
available to our clients and their end users. Gigya acts as an
agent or back-end vendor of its client's website or mobile
application, to which the end user of our client granted
permissions (if applicable). Gigya facilitates the collection,
transfer and storage of end user data solely on behalf of its
clients and at its clients' direction. For more information, please
see Gigya's Privacy Policy, available at
http://www.gigya.com/privacy-policy/. As channels fragment and
consumer identities multiply, now is the time for your business to
put an end-to- end strategy in place to manage customer identities,
from site registration through data application. To learn how Gigya
can help your business achieve a single customer view, visit
gigya.com, or call us at 888.660.1469.
