Reaching the right customers with the right message at the right time using cloud marketing technologies depends on adopting customer-focused solutions that positively identify users and unify all data types. A specialized CIAM platform fuels better results for every solution in your technology stack by: Driving more registrations Providing an accurate and complete customer view Enabling more personalized and trustworthy customer experiences

1. Fueling Marketing Cloud Technologies
with Customer Identity Data

2. 2
Shared
Data
Web
Decisions
Email
Decisions
In-Store
Decisions
Other
Decisions
Web
Interactions
Email
Interactions
In-Store
Interactions
Other
Interactions
Customer Management Functions
Data
Decisions
Delivery
Gather and unify customer
data from all sources
• Assemble data
• Build profiles
• Expose data
Use that data to select
the best treatment for
each interaction
Deliver those treatments
through appropriate
channel systems
• Predictive models
• Message selection
• Multi-step campaigns
• Single channel
• Multi channel
Fueling Marketing Cloud Technologies
with Customer Identity Data
The new normal in marketing is reaching the right person with the right message
at the right time. Achieving this on a multi-channel level involves innovation around
what marketing technologist David M. Raab recently described as the three basic
tasks of customer management:
Most businesses have focused on the latter two tasks, as evidenced by the recent
acquisition of Neolane by Adobe, ExactTarget by Salesforce, and Responsys
and Eloqua by Oracle. These technologies are designed to create engaging,
personalized user experiences, with specialized functionality for campaigns,
recommendations, analytics and content, and they all have one thing in common:
they need rich, accurate customer data to succeed.
(Adapted from Customer Experience Matrix blog, January 2015, David M. Raab)

3. 3
Know Your Customers
As the data, decisions, delivery model points out, delivering a truly personalized experience
is dependent on knowing who your customer is — and today’s consumers are expecting
more trustworthy, personal experiences in return for their data. Moreover, growing global
privacy regulations make compliance management one of the trickiest parts of handling
customer information.
Creating smooth and customized customer journeys while tackling compliance and
security has proven extremely difficult using legacy tactics and technologies, leaving many
businesses prey to the old “garbage in / garbage out” syndrome. While companies are
spending an average of $7.4 million a year on data-related initiatives, not all this data reaps
equal value and insights.
The Third-Party Dilemma
Third-party data refers to information provided by a source other than a company’s own
customers, and purchased by the business. Although companies are willing to spend a
great deal to acquire this information, on its own, third-party data can lead to an incomplete
customer view and irrelevant user experiences for three key reasons:
1. Data brokers generate third-party consumer profiles by piecing together information
from a variety of disparate and unrelated sources. i.e., simply because someone
searches Google for “baby clothes” doesn’t make that person a mother — or a woman
for that matter.
2. Third-party data can be bought and sold for years, making mailing lists and targeting
data extremely out-of-date in many cases. Major life changes such as moving or getting
married may render a consumer’s third-party information stale and inaccurate.
3. Traditional third-party cookies simply monitor users’ device-specific behaviors, but
the average US consumer owns four devices. The inability to understand users’
cross-device activity leads to an incomplete and misleading view.
ACCORDING TO EXPERIAN, “DIRTY DATA”
DIRECTLY IMPACTS THE BOTTOM LINE OF
88% OF COMPANIES, WITH THE AVERAGE
COMPANY LOSING 12% OF REVENUE.
12% Losing an average of
12% in revenue
88% of companies
impacted88%

4. 4
Uncertainties over the accuracy, completeness and origins of data make it nearly impossible
for marketers to know exactly who they’re reaching and to effectively measure the success
of their campaigns. By relying solely on third-party insights, businesses are essentially
marketing to anonymous consumers.
What’s more, third-party data is typically collected and distributed without explicit consent
from consumers, leaving businesses open to privacy concerns and failing to deliver on the
trusted, transparent experiences modern customers demand.
The First-Party Imperative
First-party data is information collected by businesses straight from their current and
potential customer bases via registration, progressive profiling, on-site engagement and
other direct methods. In addition to being essentially free to collect, first-party data provides
highly accurate and actionable insights for two key reasons:
1. First-party data is collected directly from the source: customers. Marketers know exactly
which channels and platforms this data comes from and when it was gathered, leaving
little to the imagination.
2. By identifying users at site entry via
registration, businesses can recognize
them as they move and log in across
devices. Marketers can deterministically
tie all cross-device, first-party data
directly to known user identities to build
out complete, actionable user profiles
and gain a single customer view.
First-party data gives marketers the power
to stop guessing and start knowing who
their customers are, the best ways to reach
them and how to strategically optimize their
efforts. Because it is knowingly provided by
customers, first-party data is permission-
based and supports consumer privacy, effectively establishing a trusted relationship
between the business and the customer through a transparent, mutual value exchange.

5. 5
Putting It All Together
Third-party attributes grow markedly in value when combined with first-party, permis-
sion-based data, but achieving this without a dedicated identity layer in your technology
stack is difficult. Best-of-breed customer identity and access management (CIAM) solutions
make it possible to identify and understand customers by collecting rich, first-party data
through registration and on-site engagement tools, and integrating directly with DMPs, CMSs
and other applications to connect this information to existing third-party data.
Take, for example, a large business that uses Oracle’s BlueKai DMP solution to understand
and reach its customers. Over time, cookies deployed across various web properties have
compiled a huge volume of anonymous behavioral data. While this data on its own provides
insights into general on-site behavioral trends, it can’t uncover the identities and interests of
actual users to drive truly personalized content.
Integrated with a DMP like BlueKai, a CIAM platform unlocks the ability to tie this anonymous,
pre-existing data to known users as they register across channels and devices. All first-party
data collected at the point of registration can be combined with anonymous third-party
data previously captured across devices and tied to a single, verified identity. This complete
customer view then powers more detailed audience segmentation and personalized
campaign targeting.
Similarly, when used in tandem with a CMS like Adobe Experience Manager (AEM), CIAM
makes it easy to configure and customize registration, preference management and
engagement tools to identify and understand users across mobile and web properties.
Customer identity data can then be passed to a personalization tool such as Adobe Target to
inform campaign automation and on-site recommendations.
CUSTOMER SEGMENTATION CONVERSION RATES IMPROVE 355%, LEADING
TO INCREASED REVENUES OF UP TO 781%, IF YOU SEGMENT BASED ON
CUSTOMER DATA. (Jupiter Research)
Increased revenues 781%
Conversion rates 355%

6. 6
Success Story
As a leading UK-based publishing company, ESI Media saw
an opportunity to grow ad revenue and gain a competitive
advantage by offering segmented audience targeting.
Leveraging Gigya’s pre-built Adobe Analytics integration
to gain a better understanding of current subscriber behavior across properties, ESI discovered
that registered users spent 2.5x more time on-site and engaged with twice as many pages
compared to anonymous users, making them a valuable audience for advertising.
With Gigya’s Customer Identity Management Platform, ESI was able to scale and streamline
the registration and first-party data collection process across all five of its digital properties.
ESI then leveraged a pre-built technology integration to pass first-party identity data
into the Krux DMP, where it was combined with additional third-party data sources and
segmented for campaign use.
By employing a purpose-built CIAM platform
and key marketing and analytics integrations,
ESI achieved:
• A 30% increase in registrations across its
entire digital portfolio, while gathering a
significantly higher volume of accurate,
first-party data
• The creation of 45 premium audience
segments across ten industries for which
sponsors are charged a premium, driving
2x campaign yields and a 300% increase
in CTR
Finally, an integration with a CIAM solution helps Salesforce Marketing Cloud’s Journey
Builder deliver on its promise of driving more engaging one-to-one, cross-channel and
cross-device campaigns. CIAM’s ability to identify users as they move across touchpoints
and update customers’ first-party social data in real-time helps brands create “right message
- right time - right channel” journeys at vast scale. At the same time, CIAM manages vital
opt-in / opt-out functionality to keep campaigns compliant and on-target.

7. 7
Looking Forward
Fulfilling the data, decisions, delivery model and maximizing business value from cloud
technologies depends on adopting customer-focused solutions that identify users and unify
all data types. A specialized CIAM platform fuels better results for every solution in your
technology stack, driving more registrations, providing an accurate and complete customer
view and enabling more personalized and trustworthy customer experiences.
For more information, visit www.gigya.com or call us at 650.353.7230.

8. The Leader in Customer
Identity Management
© 2016 Gigya, Inc. | 2513 Charleston Road #200, Mountain View, CA 94043 | T : (650) 353.7230 | www.gigya.com
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/. Gigya_WP_Cloud_Marketing_First_Party_Data_032016
About Gigya
Gigya’s Customer Identity Management Platform helps companies
build better customer relationships by turning unknown site visitors
into known, loyal and engaged customers. With Gigya’s 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 world’s leading businesses such as Fox, Forbes,
and ASOS rely on Gigya to build identity-driven relationships and to
provide scalable, secure Customer Identity Management.
To learn how Gigya can help your business manage customer
identities, visit gigya.com, or call us at 650.353.7230.