In the age of the connected consumer, businesses have a unique opportunity to reach users at every touchpoint during the customer journey. With the growing number of devices that consumers use, it’s more important—and more challenging—than ever to gain a single view of the customer and implement effective, relevant marketing. In this presentation, Gigya CEO Patrick Salyer, and NASCAR’s Director of Technical Operations, Ben Selland, will discuss how leveraging key demographic, psychographic and behavioral identity data, paired with an engaging digital experience, can turn anonymous users into loyal, known customers

1. Know Your Customer
Before the Journey Begins

2. Gigya’s Consumer Identity Management Platform enables companies
to turn anonymous users into known, loyal customers, increasing
marketing performance and engagement
1.5B
consumers
reached
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700+
customers
46
Countries
325
employees and
growing

3. 700 Blue-Chip Customers Across B2C Verticals
Media & Entertainment Consumer Products Ecommerce Travel & Leisure
Education / Non-Profit
Communications &
Infrastructure
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Financial Services Healthcare

4. Identity-Driven Marketing

5. Market Dynamics – Digital Identities
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• 77% of consumers use
social login

6. Market Dynamics – Identity & Payments
• 60% of consumers have
abandoned a purchase because
it required them to fill out a
registration form
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7. Market Dynamics – Identity & Engagement
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8. Market Dynamics – Identity & Personalization
Profile Information
Name: Christopher
Email: email@gmail.com
Gender: Male
Birthday: 08/18/83
Location: Mountain View, CA
Education: Stanford Graduate
Marital Status: Engaged
Interest Graph
Interests: Soccer, surf trips, web design, music festivals,
LA Galaxy
Activities: running, surfing, Soccer, camping, kayaking
Music: Run DMC, Black Eyed Peas, Foo Fighters, U2, Kanye West
Movies: Inception, The Shining, Jaws, Caddyshack, Se7en
TV Shows: Parks and Recreation, The League, The Soup, The Colbert Report
Books: Steve Jobs, Hunger Games, Outliers
Games: Farmville, Medal of Honor, Assassins Creed, Madden, Angry Birds
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9. Market Dynamics – Privacy, Transparency, & Control
• 45% of consumers will only willingly
share information if the company
makes it clear with how they’ll use the
data
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10. Gigya’s Approach

11. Market Dynamics – Managing Customer Identities
Organization
CIO CIO + CMO
Technology
On Premise Software-as-a-Service
Customers
Web Social & Mobile Connectivity
Data
3rd Party & Structured 1st Party & Unstructured (Social)
Regulation
Limited Company & Gov Data Compliance
THEN NOW
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12. Gigya: Consumer Identity & Data Management Platform
CONNECT COLLECT CONVERT
Registration-as-a-Service Identity Storage Consumer Insights
Products
Social Login Regulation & Compliance Identity Access
Plugins & Gamification Hygiene & Governance NEXUS Partners
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13. Connect: Registration-as-a-Service & Social Login
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14. Connect: Engagement Plugins & Gamification
GAMIFICATION SHARE
RATINGS & REVIEWS REACTIONS
COMMENTS ACTIVITY FEED
SOCIAL LOGIN &
REGISTRATION AS A SERVICE
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15. Connect: 1st Party Data Available
Social Identity Data (Sample Providers) Registration Data
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 Traditional Registration
 Progressive Profiling
 Conditional Workflows
Behavior “Signal” Data
 Purchases
 Ad Clicks
 Page Views
 Shares
 etc
System Data
 Location
 iRank
 Opt-ins
 etc
Data
First Name X X X X X
Last Name X X X X X
Email Address X X X X X
Birthday X X X X
Gender X X X
City X X X
State X X X X
Country X X X X X
Zip Code X X
Interests X X
Likes X
Activities X X
Education X X X
Work X X X
Skills X
Religion X
Political Views X
Relationship Status X

16. Collect: Identity Data Management
Identity Storage Highlights:
 Unstructured Identity Data Storage
 Identity & Account Linking
 Terms of Service Management
 Privacy Regulation Compliance
 Access Rules & Permissions
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17. Convert: Consumer Insights & NEXUS Connectors
Email Marketing Data Management Web Analytics Ad Serving
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SMS/Push
Notifications
Recommendation
Engines

18. NASCAR
& Identity Driven Marketing

19. 19
Passionate Fans
NASCAR fans average over 11 hours
following NASCAR each week

20. Engaging Fans Via Digital
Platforms
20
On track for:
• 1.1 Billion page-views in 2014
• 132 Million video views in 2014

21. 21
NASCAR Digital Media Leverages
Gigya and ExactTarget

22. 22
How does it work?

23. Registration & Social Login
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24. Identity-Driven Customer Experience
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25. Identity-Driven Insights
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26. 26
Gigya and ExactTarget Nexus
Integration

27. Gigya Fuels ExactTarget with Real-Time Identity Data, Triggering
Customer Journeys
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Data
First Name X X X X X
Last Name X X X X X
Email Address X X X X X
Birthday X X X X
Gender X X X
City X X X
State X X X X
Country X X X X X
Zip Code X X
Interests X X
Likes X
Activities X X
Education X X X
Work X X X
Skills X
Religion X
Political Views X
Relationship Status X
Registration Data
 Traditional Registration
 Progressively Profiling
 Conditional Profiling
Behavior “Signal”
Data
 Purchases
 Ad Clicks
 Page Views
 Shares
System Data
 Location
 Time
 Opt-ins
 etc

28. Identity-Driven Campaigns – Personalized & Engaging
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29. Thank you
Patrick Salyer
@PatrickSalyer
patrick@gigya.com
Ben Selland
@sellandb
bselland@nascar.com