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Gigya - DDM Alliance Summit Marketing on Facebook

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How to Access, Manage, and Apply 1st Party Identity Data

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Gigya - DDM Alliance Summit Marketing on Facebook

  1. 1. How to Access, Manage, and Apply 1st Party Identity Data
  2. 2. Proprietary & Confidential 2 Today’s Presenter Richard Lack Director of Northern Europe
  3. 3. Proprietary & Confidential 3 Today’s Agenda 1. What is identity data and why is it important? 2. How can marketers access and manage consumer identity? 3. Applications of identity data-driven marketing
  4. 4. What is identity data and Why is it important?
  5. 5. Proprietary & Confidential 5 Connected Consumer Case Study
  6. 6. Proprietary & Confidential 6 Major Challenges for Data-Driven Marketers Providing a consistent user experience Consolidating information from multiple touch points Keeping pace with consumer data in the age of social media 1. 2. 3.
  7. 7. Proprietary & Confidential 7 What is Identity Data?
  8. 8. Proprietary & Confidential 8 Identity as the Connective Tissue for Data-Driven Marketing
  9. 9. How can marketers access and manage identity?
  10. 10. Proprietary & Confidential 10 Social Login & Registration-as-a-Service
  11. 11. Proprietary & Confidential 11 Social Login: Rich, Permission-Based Identity Data
  12. 12. Proprietary & Confidential 12 Social Login Adoption 0 100 200 300 400 500 600 700 800 900 2009 2010 2011 2012 2013 Millions Gigya Social Logins/Registrations 2009 - 2013 50% of retail customer identities will be from a social network by 2015 - Gartner-
  13. 13. Proprietary & Confidential 13 Storing Identity Data Requires a Robust Database Identity Storage Highlights:  Dynamic Schamaless Database  Identity Data Storage  Identity & Account Linking  Signals: Behavior Data Storage  SocialSync: Social Network Data Updates  SocialCompliance: Terms of Service Mngt  Privacy Regulation Compliance  Access Rules & Permissions
  14. 14. Proprietary & Confidential 14 Use Identity Data to Create Unique Audience Segments #dwsocial
  15. 15. Applications of identity-driven marketing
  16. 16. Proprietary & Confidential 16 KLM’s Meet & Seat Program
  17. 17. Proprietary & Confidential 17 1:1 Customer Communications Profile Information Name: Christopher Email: email@gmail.com Gender: Male Birthday: 08/18/83 Location: New York, NY Education: Stanford Graduate Marital Status: Engaged Interest Graph Interests: marathons, surf trips, web design, music festivals, NY sports, World Cup Activities: running, surfing, soccer, camping, kayaking Music: Run DMC, Black Eyed Peas, Foo Fighters, U2, Kanye West Movies: Inception, The Shining, Jaws, Caddyshack, Seven 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, Gears of War Social Graph # of Friends: 222 # of Followers: 4,256 # of Connections: 500+
  18. 18. Proprietary & Confidential 18 Personalized Digital Experiences Social Data
  19. 19. Proprietary & Confidential 19 Gigya Company Overview Gigya Highlights • 700+ clients, including 45% of the comScore top 100 • Technology reaches 1.5 billion consumers monthly • Implemented in more than 40 countries Awards/Recognition ENTERPRISE MID-MARKET & EMERGING

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