This guide provides actionable strategies for how your business can achieve a single customer view to better understand your audience and build meaningful, identity-driven customer relationships.
White Paper: The Evolution of Consumer Identity - Five Predictions for 2016Gigya
2016 promises to be a year of enhanced development in the customer identity and access management (CIAM) space, with customer experience, data privacy and personalization proving to be increasingly critical components of business success. This white paper reveals five identity-related trends we foresee taking hold in the new year, including:
- The death of traditional usernames and passwords
- The decline of data broker revenues
- The convergence of security and customer experience
White Paper: Bridging the Gap between Marketing & IT with Customer Identity &...Gigya
As customer data and digital experiences become the linchpins of business success, there is an unprecedented need for marketing and IT to come together. Bridging this gap requires a solution that addresses the needs and concerns of both marketing and IT while presenting opportunities for joint departmental and business growth. We'll take a look at three marketing and IT conflicts and how customer identity and access management (CIAM) provides a highly collaborative and effective solution.
White Paper: Turning Anonymous Shoppers into Known CustomersGigya
This document discusses how retailers can increase shopping cart conversions by capturing consumer identity and personalizing the shopping experience. It recommends that retailers move from anonymous third-party cookies to first-party customer data by implementing social login. This allows retailers to better understand customers and provide personalized recommendations, discounts, and targeted ads. The document also stresses the importance of creating seamless omnichannel experiences across devices and channels by linking digital and physical store experiences.
White Paper: The 2015 State of Consumer Privacy & PersonalizationGigya
This year’s survey results illustrate increased growth and intensity in consumer desire for data privacy and personalized user experiences. While social login usage continues to skyrocket, consumers are also showing a marked interest in next-generation authentication methods, including payment providers and biometrics, indicating a clear evolution of the concept of digital identity: Identity 3.0.
Social login adoption is growing at a rapid clip as businesses come to understand social login as more than a means faster registration, and as a key for gaining access to rich, permission-based identity data that drives more relevant user experiences.
This comprehensive eBook covers everything you need to know to develop a successful social login strategy that supports your business needs.
White Paper: Don't Let Your Corporate Strategy be Hostage to Your IT StrategyGigya
Digital innovation being demanded by every business unit is transforming IT’s role to that of the main driver of new growth initiatives, prompting a shift in perspective and strategy for CIOs that begins with a well-planned and executed approach to managing customer identities. While legacy IAM might seem like a natural starting point for meeting this challenge, customer identity and access management (CIAM) has significantly different requirements and outcomes when compared to employee-facing IAM.
White Paper: Marketing in a World without CookiesGigya
Three ways the logged-in user revolution is crumbling the third-party cookie:
1. Responsible access to data through social login which allows users to choose what data to share and builds trust.
2. Access to users' identity data through social login which provides valuable first-party insights about users to personalize experiences.
3. Cross-channel unification by tying user activities to a single identity across devices and channels to create more complete user profiles.
White Paper: Internal vs. External Identity Access Management Gigya
The document discusses the key differences between traditional internal identity access management (IAM) and customer identity access management (CIAM). It outlines three main buckets that companies need to optimize for an effective external CIAM strategy: scalability and security, data collection and aggregation, and privacy and compliance. CIAM solutions need to be highly scalable, normalize and aggregate large amounts of customer data from various sources, and adhere to evolving privacy regulations.
White Paper: The Evolution of Consumer Identity - Five Predictions for 2016Gigya
2016 promises to be a year of enhanced development in the customer identity and access management (CIAM) space, with customer experience, data privacy and personalization proving to be increasingly critical components of business success. This white paper reveals five identity-related trends we foresee taking hold in the new year, including:
- The death of traditional usernames and passwords
- The decline of data broker revenues
- The convergence of security and customer experience
White Paper: Bridging the Gap between Marketing & IT with Customer Identity &...Gigya
As customer data and digital experiences become the linchpins of business success, there is an unprecedented need for marketing and IT to come together. Bridging this gap requires a solution that addresses the needs and concerns of both marketing and IT while presenting opportunities for joint departmental and business growth. We'll take a look at three marketing and IT conflicts and how customer identity and access management (CIAM) provides a highly collaborative and effective solution.
White Paper: Turning Anonymous Shoppers into Known CustomersGigya
This document discusses how retailers can increase shopping cart conversions by capturing consumer identity and personalizing the shopping experience. It recommends that retailers move from anonymous third-party cookies to first-party customer data by implementing social login. This allows retailers to better understand customers and provide personalized recommendations, discounts, and targeted ads. The document also stresses the importance of creating seamless omnichannel experiences across devices and channels by linking digital and physical store experiences.
White Paper: The 2015 State of Consumer Privacy & PersonalizationGigya
This year’s survey results illustrate increased growth and intensity in consumer desire for data privacy and personalized user experiences. While social login usage continues to skyrocket, consumers are also showing a marked interest in next-generation authentication methods, including payment providers and biometrics, indicating a clear evolution of the concept of digital identity: Identity 3.0.
Social login adoption is growing at a rapid clip as businesses come to understand social login as more than a means faster registration, and as a key for gaining access to rich, permission-based identity data that drives more relevant user experiences.
This comprehensive eBook covers everything you need to know to develop a successful social login strategy that supports your business needs.
White Paper: Don't Let Your Corporate Strategy be Hostage to Your IT StrategyGigya
Digital innovation being demanded by every business unit is transforming IT’s role to that of the main driver of new growth initiatives, prompting a shift in perspective and strategy for CIOs that begins with a well-planned and executed approach to managing customer identities. While legacy IAM might seem like a natural starting point for meeting this challenge, customer identity and access management (CIAM) has significantly different requirements and outcomes when compared to employee-facing IAM.
White Paper: Marketing in a World without CookiesGigya
Three ways the logged-in user revolution is crumbling the third-party cookie:
1. Responsible access to data through social login which allows users to choose what data to share and builds trust.
2. Access to users' identity data through social login which provides valuable first-party insights about users to personalize experiences.
3. Cross-channel unification by tying user activities to a single identity across devices and channels to create more complete user profiles.
White Paper: Internal vs. External Identity Access Management Gigya
The document discusses the key differences between traditional internal identity access management (IAM) and customer identity access management (CIAM). It outlines three main buckets that companies need to optimize for an effective external CIAM strategy: scalability and security, data collection and aggregation, and privacy and compliance. CIAM solutions need to be highly scalable, normalize and aggregate large amounts of customer data from various sources, and adhere to evolving privacy regulations.
White Paper: A Marketer's Guide to TV EverywhereGigya
This document provides an overview of TV Everywhere (TVE), a technology that allows television broadcasters to stream their content to devices like PCs, tablets, and smartphones. It discusses how TVE works by authenticating users through their cable provider accounts. Choosing the right TVE solution, like one that integrates consumer identity and access management, allows companies to gather user profile data to personalize the viewing experience. Both consumers and businesses benefit from the convenience and personalized features of TVE.
White Paper: The Evolution of Consumer Identity: 10 Predictions for 2015Gigya
The document outlines 10 predictions for the evolution of consumer identity in 2015. It predicts that (1) Apple will become an identity provider, (2) payment providers will become mainstream identity providers on mobile devices, and (3) regional regulations around consumer data will increase.
CRO PROS - Customer Idendity and Access Management via Social loginCatchi
The document discusses social login and customer identity and access management (CIAM). It describes how social login can provide user profile data to pre-fill registration forms and improve conversion rates. CIAM platforms allow companies to create a unified customer profile from multiple data sources and use that data for personalized marketing across channels and devices. The document provides examples of companies like MasterCard that use CIAM solutions to deliver personalized experiences to customers. It argues that CIAM should be part of companies' roadmaps because it helps create a single customer view, improve security and privacy, and drive better engagement and experiences across the customer journey.
White Paper: 5 Ways Airports Can Drive Non-Aviation RevenueGigya
This document discusses 5 ways that airports can drive non-aviation revenue through better understanding passenger identities and personalizing experiences. It describes how airports can use customer data from registration and interactions to improve parking, retail, food/beverage, loyalty programs, and advertising. By managing customer identities across channels, airports can target offers and products more effectively to maximize revenue from non-flight services.
Gamification works by incentivizing user actions through rewards and competition. There are five keys to winning with gamification: 1) Use social login to capture user data, 2) Encourage user-generated content through incentives, 3) Implement sharing incentives to promote virality, 4) Keep users engaged through points and leaderboards, 5) Nurture loyalty with a rewards program. Boyd Gaming saw success engaging users and increasing engagement through a gamified loyalty program. Gamification will be a core strategy as engagement becomes more important for conversion.
White Paper: The 2015 State of Consumer Privacy & PersonalizationGigya
The survey found that consumers demand transparency, relevance and convenience when it comes to their personal data. Regarding transparency, over 80% of US and UK consumers have abandoned online forms due to concerns about how their information will be used. Regarding relevance, 43% of respondents in both countries ignore brands that send irrelevant communications. Regarding convenience, respondents cite social login and mobile use as more convenient than traditional login methods. The survey shows social login usage rising as it provides benefits around these consumer values. Businesses should implement social login, automate social data compliance, use progressive profiling and be transparent about data use to meet consumer expectations.
Natura is the largest cosmetics and personal care company in Brazil, serving nearly 60% of Brazilian homes annually. To scale its direct sales model for e-commerce, Natura built a digital storefront powered by Gigya's social login and identity solutions. This allows customers to easily login, interact directly with consultants, and share products on social media. By linking online activities to verified user identities, Natura gains insights into customer preferences to personalize engagement and drive growth.
Managing self-provisioned profiles and customer-generated
data within legacy IAM has proven overwhelming and costly. A cloud-based Customer Identity and Access Management (cIAM) platform can meet this challenge while helping your business extract maximum value from customer data.
White Paper: Saml as an SSO Standard for Customer Identity ManagementGigya
SAML (Security Assertion Markup Language) is an XML standard that allows secure websites and services to exchange user authentication and authorization data to enable single sign-on (SSO). It structures user identity data to create a rich user profile that can be shared across affiliated systems. While complex to implement, SAML provides a secure standard for user authentication and authorization, especially for enterprises and consumer-facing businesses. The document discusses how SAML works, provides examples of its use cases, and considerations for whether it is suitable for a given organization's identity management needs.
Turning Customer Knowledge into Business GrowthCognizant
By embracing big data and predictive analytics to create multidimensional customer profiles, companies can make more informed business decisions that better anticipate customer needs, wants and desires.
To be successful today, businesses must leverage consumer data to enable great customer experiences. Doing this in a seamless and compliant way is not easy, with a shifting regulatory landscape, numerous identity providers and front-end technologies to support. Gigya's end-to-end Customer Identity Management platform helps businesses succeed by providing:
*Flexible registration and authentication to connect you with your customers
*Profile and preference management to collect all data types into unified and compliant profiles
*Powerful customer insights tools and easy integration with virtually any third-party technology
Consumer trust has become the new battleground for digital success. To win, organizations need to master the fundamentals of data ethics, manage the "give-to-get" ratio and solve the customer trust equation, our recent research reveals.
Digital Marketing in Banking: Evolution and RevolutionCognizant
Proving the effectiveness of bank marketing strategies beyond brand-building has always been a challenge. Now, several converging forces may help propel marketing forward as a revenue source rather than a cost center.
Businesses struggle to collect, organize, and interpret the large amounts of data from various consumer channels to gain insights about customers. Legacy databases were designed for structured data and not richer unstructured data from social media. Data is also siloed across different departments, making it hard to get a full view of customers. Maintaining accurate and compliant data is challenging as customers and regulations change frequently. While more data is collected, it is difficult for businesses to uncover meaningful insights without the right tools.
Data Sheet: Why Your eCommerce Platform Needs CIAMGigya
The document discusses how eCommerce platforms have limitations for managing customer identity and data across channels compared to specialized customer identity and access management (CIAM) platforms. It provides examples of challenges such as limited registration capabilities, data management and limited customer views that CIAM solutions can help overcome. The document then describes how Gigya's CIAM platform can be integrated with eCommerce solutions to collect more user data, build rich customer profiles through data insights, and turn data into action through personalized experiences.
The Blockchain Imperative: The Next Challenge for P&C CarriersCognizant
Blockchain, a universal ledger and data-storage platform, can help P&C carriers address some of their most critical business challenges and significantly alter the way they operate. Although the technology has yet to achieve widespread adoption in the insurance space, the time is ripe for carriers to begin thinking about, exploring and experimenting with blockchain.
2019 Digital Trends Financial ServicesJames Brophy
The 2019 Digital Trends: Financial Services in Focus report is a barometer of the extent to which financial services and insurance organisations are embracing digital technology, and how they are focusing their strategies and prioritising resources for the year ahead and beyond.
Telecom companies are struggling to find a profitable identity in today's digital sphere. The article suggests they could help customers control their personal data by offering "personal data manager" services that give users control over what data is collected and how it is used. By 2025, such services could allow users to monetize their data and recapture up to a quarter of the $400 billion value of the data economy. Telecom companies are well positioned to offer these services due to their network infrastructure, customer relationships, and experience in data and government regulation.
This document provides step-by-step instructions for creating a Wordle visualization of survey results from a class using various online tools including Etherpad for collaboration, Wordle to generate the visualization, and Blockposters to create a poster of the Wordle. It also includes some tips for effective use of these tools in the classroom context.
McCormick reported strong financial results for the third quarter of 2012, with 9% sales growth and 12% growth in operating income. Sales increases were driven by pricing actions, acquisitions, and new product innovation. McCormick also increased brand marketing support and expects cost savings initiatives to offset rising material costs. For the full year 2012, McCormick expects sales growth of 9-11% and earnings per share between $3.03-$3.08.
White Paper: A Marketer's Guide to TV EverywhereGigya
This document provides an overview of TV Everywhere (TVE), a technology that allows television broadcasters to stream their content to devices like PCs, tablets, and smartphones. It discusses how TVE works by authenticating users through their cable provider accounts. Choosing the right TVE solution, like one that integrates consumer identity and access management, allows companies to gather user profile data to personalize the viewing experience. Both consumers and businesses benefit from the convenience and personalized features of TVE.
White Paper: The Evolution of Consumer Identity: 10 Predictions for 2015Gigya
The document outlines 10 predictions for the evolution of consumer identity in 2015. It predicts that (1) Apple will become an identity provider, (2) payment providers will become mainstream identity providers on mobile devices, and (3) regional regulations around consumer data will increase.
CRO PROS - Customer Idendity and Access Management via Social loginCatchi
The document discusses social login and customer identity and access management (CIAM). It describes how social login can provide user profile data to pre-fill registration forms and improve conversion rates. CIAM platforms allow companies to create a unified customer profile from multiple data sources and use that data for personalized marketing across channels and devices. The document provides examples of companies like MasterCard that use CIAM solutions to deliver personalized experiences to customers. It argues that CIAM should be part of companies' roadmaps because it helps create a single customer view, improve security and privacy, and drive better engagement and experiences across the customer journey.
White Paper: 5 Ways Airports Can Drive Non-Aviation RevenueGigya
This document discusses 5 ways that airports can drive non-aviation revenue through better understanding passenger identities and personalizing experiences. It describes how airports can use customer data from registration and interactions to improve parking, retail, food/beverage, loyalty programs, and advertising. By managing customer identities across channels, airports can target offers and products more effectively to maximize revenue from non-flight services.
Gamification works by incentivizing user actions through rewards and competition. There are five keys to winning with gamification: 1) Use social login to capture user data, 2) Encourage user-generated content through incentives, 3) Implement sharing incentives to promote virality, 4) Keep users engaged through points and leaderboards, 5) Nurture loyalty with a rewards program. Boyd Gaming saw success engaging users and increasing engagement through a gamified loyalty program. Gamification will be a core strategy as engagement becomes more important for conversion.
White Paper: The 2015 State of Consumer Privacy & PersonalizationGigya
The survey found that consumers demand transparency, relevance and convenience when it comes to their personal data. Regarding transparency, over 80% of US and UK consumers have abandoned online forms due to concerns about how their information will be used. Regarding relevance, 43% of respondents in both countries ignore brands that send irrelevant communications. Regarding convenience, respondents cite social login and mobile use as more convenient than traditional login methods. The survey shows social login usage rising as it provides benefits around these consumer values. Businesses should implement social login, automate social data compliance, use progressive profiling and be transparent about data use to meet consumer expectations.
Natura is the largest cosmetics and personal care company in Brazil, serving nearly 60% of Brazilian homes annually. To scale its direct sales model for e-commerce, Natura built a digital storefront powered by Gigya's social login and identity solutions. This allows customers to easily login, interact directly with consultants, and share products on social media. By linking online activities to verified user identities, Natura gains insights into customer preferences to personalize engagement and drive growth.
Managing self-provisioned profiles and customer-generated
data within legacy IAM has proven overwhelming and costly. A cloud-based Customer Identity and Access Management (cIAM) platform can meet this challenge while helping your business extract maximum value from customer data.
White Paper: Saml as an SSO Standard for Customer Identity ManagementGigya
SAML (Security Assertion Markup Language) is an XML standard that allows secure websites and services to exchange user authentication and authorization data to enable single sign-on (SSO). It structures user identity data to create a rich user profile that can be shared across affiliated systems. While complex to implement, SAML provides a secure standard for user authentication and authorization, especially for enterprises and consumer-facing businesses. The document discusses how SAML works, provides examples of its use cases, and considerations for whether it is suitable for a given organization's identity management needs.
Turning Customer Knowledge into Business GrowthCognizant
By embracing big data and predictive analytics to create multidimensional customer profiles, companies can make more informed business decisions that better anticipate customer needs, wants and desires.
To be successful today, businesses must leverage consumer data to enable great customer experiences. Doing this in a seamless and compliant way is not easy, with a shifting regulatory landscape, numerous identity providers and front-end technologies to support. Gigya's end-to-end Customer Identity Management platform helps businesses succeed by providing:
*Flexible registration and authentication to connect you with your customers
*Profile and preference management to collect all data types into unified and compliant profiles
*Powerful customer insights tools and easy integration with virtually any third-party technology
Consumer trust has become the new battleground for digital success. To win, organizations need to master the fundamentals of data ethics, manage the "give-to-get" ratio and solve the customer trust equation, our recent research reveals.
Digital Marketing in Banking: Evolution and RevolutionCognizant
Proving the effectiveness of bank marketing strategies beyond brand-building has always been a challenge. Now, several converging forces may help propel marketing forward as a revenue source rather than a cost center.
Businesses struggle to collect, organize, and interpret the large amounts of data from various consumer channels to gain insights about customers. Legacy databases were designed for structured data and not richer unstructured data from social media. Data is also siloed across different departments, making it hard to get a full view of customers. Maintaining accurate and compliant data is challenging as customers and regulations change frequently. While more data is collected, it is difficult for businesses to uncover meaningful insights without the right tools.
Data Sheet: Why Your eCommerce Platform Needs CIAMGigya
The document discusses how eCommerce platforms have limitations for managing customer identity and data across channels compared to specialized customer identity and access management (CIAM) platforms. It provides examples of challenges such as limited registration capabilities, data management and limited customer views that CIAM solutions can help overcome. The document then describes how Gigya's CIAM platform can be integrated with eCommerce solutions to collect more user data, build rich customer profiles through data insights, and turn data into action through personalized experiences.
The Blockchain Imperative: The Next Challenge for P&C CarriersCognizant
Blockchain, a universal ledger and data-storage platform, can help P&C carriers address some of their most critical business challenges and significantly alter the way they operate. Although the technology has yet to achieve widespread adoption in the insurance space, the time is ripe for carriers to begin thinking about, exploring and experimenting with blockchain.
2019 Digital Trends Financial ServicesJames Brophy
The 2019 Digital Trends: Financial Services in Focus report is a barometer of the extent to which financial services and insurance organisations are embracing digital technology, and how they are focusing their strategies and prioritising resources for the year ahead and beyond.
Telecom companies are struggling to find a profitable identity in today's digital sphere. The article suggests they could help customers control their personal data by offering "personal data manager" services that give users control over what data is collected and how it is used. By 2025, such services could allow users to monetize their data and recapture up to a quarter of the $400 billion value of the data economy. Telecom companies are well positioned to offer these services due to their network infrastructure, customer relationships, and experience in data and government regulation.
This document provides step-by-step instructions for creating a Wordle visualization of survey results from a class using various online tools including Etherpad for collaboration, Wordle to generate the visualization, and Blockposters to create a poster of the Wordle. It also includes some tips for effective use of these tools in the classroom context.
McCormick reported strong financial results for the third quarter of 2012, with 9% sales growth and 12% growth in operating income. Sales increases were driven by pricing actions, acquisitions, and new product innovation. McCormick also increased brand marketing support and expects cost savings initiatives to offset rising material costs. For the full year 2012, McCormick expects sales growth of 9-11% and earnings per share between $3.03-$3.08.
What's the big deal about big data 1 30-2015David Zahn
David Zahn of ZAHN Consulting, LLC and Fred McCormick of CMS Consulting, Inc.discuss the requisite steps to take to maximize the impactfulness of "Big Data" implementations and what steps to take to ensure the success of integrating technological advances into; operations, merchandising, inventory control, in-store marketing, etc.
With there being a significant amount of attention given to leveraging the advantages available through "Big Data" capabilities, the mistakes to avoid will be covered and "real-world examples" will be shared to illustrate the recommendations to ensure that expectations are met and a migratory path is established.
For more information, feel free to contact ZAHN Consulting, LLC and CMS Consulting, Inc. at either: www.zahnconsulting.com or cmsconsultinginc.com.
A Strategic Framework for Value-Driven Product Positioning. At the heart of any successful business is creating value for others. The Value Creation Plane is a product planning tool that illustrates the spectrum of value creation that you may want to consider when designing your product and positioning it within the market.
The Business Model Archetypes are seven fundamental business “personalities” upon which any business model can be developed. By providing the context of all available models, it becomes easier to see how businesses relate and directions in which businesses can pivot. In this article, we’ll discuss the model and the archetypes, as well as describe use patterns where the models might benefit entrepreneurs and product strategists who use the model.
Platform Revolution - Ch 01 Intro: How Platforms are Changing CommerceMarshall Van Alstyne
Content: (1) Evidence platforms beat products in value, recognition, speed (2) Platform definition (3) Firm implications
These slides provide complimentary course materials for the Ch 1 of Platform Revolution - How Network Markets are Transforming the Economy and How to Make Them Work for You. Final slides provide reading supplements and links to other chapters for industry and academia.
The document discusses six market dynamics that determine the likelihood of startup success: customer, product, competition, timing, team, and financial. It provides criteria for evaluating each dynamic, such as ensuring the customer has an unmet need, the product solves the need with low adoption barriers, competition faces low barriers to entry, timing coincides with market innovation, the team has relevant expertise, and financial requirements involve low startup costs. Analyzing these six dynamics through the provided lenses can help founders understand market opportunities and the viability of a new venture.
1) The document discusses key trends in customer data and analytics including increasing data volume, velocity and variety; consumers demanding personalization; the impact of mobile and IoT; and data science and machine learning going mainstream.
2) It highlights challenges like data silos and the need for integrated customer profiles to power personalized experiences across channels.
3) The use of predictive analytics at a fashion brand called Mavi is discussed, showing how predictive marketing helped reactivate 20% of lapsed customers and increase revenues by 7%.
Todays consumer behaviour demands a new data modelPaul Kennedy
The consumer society of 2013 enables commercial opportunities that were previously not possible but it also brings massive challenges. How should all of these digitally recorded actions, movements and behaviours be interpreted and used to help us engage with consumers and promote our offerings? What customer journeys are being enacted offline, online and on premise?
Marketing data should reflect the buyer decision process and therefore what people are doing, feeling and thinking. What needs are being satisfied? What preferences, interests and influences come into play? How relevant is context and place?
This document provides guidance on responsible data collection and application to gain insights about consumers. It recommends focusing on first-party data through social login to get a comprehensive view of consumer identity across channels. It also suggests breaking down data silos by centralizing customer data and tying insights to key performance indicators to measure the impact of data-driven decisions and drive the business. Implementing these strategies can help marketers overcome challenges in accurately analyzing existing data and identifying the right data to collect.
The document outlines 5 ways that marketing will change in the next 5 years: 1) Massive data collection across multiple touchpoints will become standard as more data is collected on users, 2) Marketers will gain better control and access to user data to personalize experiences, 3) Social media will grow into a key source of user data and insights, 4) Permission-based marketing will become essential to maintain user privacy and trust, 5) Programmatic marketing will end generalized outreach by targeting users with highly personalized content based on their profiles and behaviors. The key will be for marketers to leverage big data, understand users, and respect their privacy.
This document provides an overview of the shift away from third-party cookies in digital marketing. It discusses how third-party cookies are being phased out by browsers by 2024 due to privacy concerns. This presents challenges for marketers but also opportunities to build stronger customer relationships through first-party data and partnerships. The document contains advice on strategies like contextual advertising, data sharing, and focusing on customer lifetime value to thrive in a cookieless world. It also includes perspectives from industry experts on navigating this transition.
Digital Engineering: Combining Computer Science with Social Science to Transl...Cognizant
By digging deep to understand consumer behaviors, needs and wants, organizations can build systems that not only meet essential user needs but also uncover new business opportunities and anticipate future requirements.
Customer data includes personal information, engagement data, behavioral data, and attitudinal data that businesses collect from customers through their interactions and transactions. This data can be collected through various channels like websites, mobile apps, social media, emails, surveys, customer service software, and transaction records. It is important for businesses to properly manage customer data by keeping it secure, collecting it ethically, using it to generate insights and build better customer experiences and communications.
A Framework for Digital Business TransformationCognizant
By embracing Code Halo thinking and a programmatic approach to business process change, organizations can better engage with customers and deliver mass-customized products and services that drive differentiation and outperformance.
The 3 Biggest Digital Marketing Developments For 2016 | Extreme Connectivity ...Bastiaan Neurink
The document discusses 3 major digital developments for 2016:
1. Extreme connectivity and the growth of the sharing economy enabled by new technologies like Airbnb and Uber. This increases expectations for convenience, speed and around-the-clock access.
2. A focus on customer centricity, as digital transformation requires collecting customer data across channels to understand customers and provide seamless, personalized experiences.
3. The rise of data-driven ecosystems where large amounts of customer data from various sources are analyzed to deliver tailored, predictive experiences in real-time through personalized touchpoints. This moves companies from delivering average digital experiences to unique ones based on insights.
Transforming online retail using social user data analyticsRupa Shankar
The document discusses how retailers can transform their online experience by leveraging social user data analytics. It recommends that retailers integrate social connect into their websites to allow users to sign in with their social media accounts. This provides retailers with more accurate user profile data than traditional registration. Retailers can then use this social user data combined with transaction data to gain insights into users' interests and behaviors to personalize marketing and product recommendations. Integrating social connect increases registration rates and the quality of user data collected.
Shopping is inherently a social experience. Meeting up with friends in a mall, sipping coffee and window-shopping together, browsing through the wares in a busy shopping district, stumbling across cool, unexpected treasures—these are the moments that make "going out shopping" in the real world so much fun.
1. Data is generated constantly from connected devices and the internet of things, creating large pools of customer data for organizations. However, much of this data is inaccurate or incomplete, threatening organizations' ability to understand customers.
2. Data quality has become a critical issue, as it influences customer relationships and organizational success. However, data quality is currently not well managed across most organizations.
3. To truly understand customers, organizations need to consolidate data from different systems to create a single, accurate customer profile. This requires improving data quality processes across all departments of an organization.
Big data is impacting individuals in several ways based on their digital footprint and interactions online. As more data is collected through mobile devices, social media, and ecommerce sites about things like demographics, preferences, and behaviors, companies can use analytics to better target marketing and tailor product offerings. This results in personalized ads and discounts. Additionally, employers are able to gain deeper insights into current and potential employees by analyzing data from HR systems, social profiles, and other sources to inform talent management, succession planning, and career predictions. So in many areas of life, big data collected from individuals online is being used to shape the experiences, opportunities, and interactions they receive.
A framework-for-digital-business-transformation-codex-1048Beta-Research.org
This document introduces a framework for digital business transformation. It discusses four key areas for organizations to focus on: digitizing the customer experience, products/services, organization processes/systems, and operations. The framework is based on common elements identified across several industries that have successfully undergone digital transformation. It emphasizes using digital tools and customer data to improve customer insights, engage customers across channels, customize products/services, and monitor product usage. Organizations can apply this staged framework to develop a digital vision and transition to new digital business models.
Consumer 720-The keys to consumer engagement in a social media worldduane lyons
This document describes a white paper about Consumer720, a solution that combines internal consumer data with external social media data to provide a more complete view of consumers. It outlines the technical framework needed, including layers for data acquisition, content management, entity resolution, rationalization/enrichment, and consumer engagement. The goal is to help companies better understand consumers, improve acquisition, retention, and profitability in today's social media world.
Catch and Keep Digital Shoppers - How To Deliver Retail Their WayHiten Sethi
A new study by the Cisco Internet Business Solutions Group (IBSG) reveals that web-based digital content is now the most powerful influence on buying decisions for shoppers across all retail channels. The study surveyed 5,000 shoppers across five countries: the United States, United Kingdom, Brazil, Mexico, and China.
E-commerce refers to the buying and selling of goods or services using electronic systems such as the internet and other computer networks. It allows for direct interaction between producers and consumers through online transactions and reduces costs for wholesalers, retailers, and consumers. Emerging technologies like mobile point-of-sale devices and responsive design are expanding e-commerce onto mobile platforms and driving further growth in online retail.
How Big Data helps banks know their customers betterHEXANIKA
Enterprises today mine customer data to ensure maximum success by targeting their products and solutions to the right audience. Let us have a look at how Big Data and Customer Analytics are helping businesses use their customer data for maximum benefits.
The document discusses how big data can provide opportunities for marketers to gain a competitive advantage through analyzing large amounts of customer data from diverse sources. It outlines how big data can help retain customers, identify new customers, reveal new opportunities, and drive more profitable advertising. However, it also notes challenges in developing infrastructure to manage big data, tying disparate data sources together, and ensuring privacy. It provides recommendations for marketers to utilize big data, such as appointing a chief data scientist and taking small initial steps.
Similar to White Paper: Achieving A Single Customer View: The Holy Grail for Marketers (20)
Case Study: DC Thomson Media Creates a Single Customer View Across Multiple D...Gigya
DC Thomson Media, or DCT Media, chose Gigya as their customer identity provider, resulting in a 5X increase in new registrations and a 16% increase in pageviews.
Case Study: STV Boosts Viewer Engagement and Campaign Yields with GigyaGigya
STV implemented Gigya's Customer Identity Management platform to create a unified customer profile and improve their digital experience. This allowed STV to gain insights into viewer content consumption and engage customers more personally. After integrating Gigya, STV saw improvements in click-through rates by 21.4%, open rates by 14.5%, and overall conversion rates by 45%. Gigya helped STV address data privacy regulations and provide a more personalized experience for viewers.
White Paper: Gigya's Information Security and Data Privacy PracticesGigya
The document discusses Gigya's information security and data privacy practices, including their infrastructure, data security, compliance, and privacy measures. It describes Gigya's state-of-the-art hosting in five regional data centers, data security measures like ISO 27001 certification and successful SOC2 Type 2 audits, compliance with various regulations and social network policies, and privacy features such as permission-based social login and user data controls.
Gigya und die Erfüllung globaler behördlicher Auflagen (Global Regulatory Com...Gigya
In unserer modernen datengesteuerten Welt wird es für Unternehmen immer schwieriger, die richtige Balance zwischen Personalisierung und Datenschutz zu verwirklichen.
New China Data Center Helps Gigya’s Clients Manage Compliance with New Chinese Cybersecurity Law.
As businesses expand into new markets to grow their customer bases through digital initiatives, compliance with widely variable data protection and privacy regulations is now one of the key competitive differentiators between industry leaders
and losers.
The document discusses how businesses can build customer identities progressively throughout the customer journey to improve experiences and foster loyalty. It argues that businesses should obtain small amounts of anonymous customer data early to personalize experiences, then encourage registration by offering value in exchange for lightweight data like emails. A customer identity and access management (CIAM) system can integrate this data across systems and manage customer consent to privacy policies. By progressively building rich customer profiles while respecting privacy, businesses can deliver highly personalized experiences that increase trust and advocacy.
This document discusses challenges with managing customer identities and compares different approaches companies take to address these challenges. It outlines the issues with building a custom solution ("homegrown" approach) or stitching together existing systems ("Frankenstein" approach) and argues that a specialized cloud-based customer identity and access management (CIAM) platform ("buy it, don't build it" approach) provides the best value through lower total cost of ownership and improved customer experiences. An example compares the costs of a custom solution versus a CIAM platform for a company with 1 million customers and 5 application integrations.
Data Sheet: Gigya and Global Regulatory ComplianceGigya
This document summarizes how Gigya's Customer Identity Management platform enables data privacy and compliance for its 700 clients. It provides an overview of how Gigya supports key provisions of the European Union's General Data Protection Regulation (GDPR) as well as other global privacy regulations through features such as customizable consent forms, data access and deletion capabilities, and data localization. The platform also helps clients comply with anti-spam laws, accessibility standards, and social network terms of service.
2016 a été une année décisive en
matière de Gestion des identités clients
(CIM - Customer Identity Management)
et les entreprises, la presse et les
analystes se sont accordés à dire que
la technologie CIM n’était plus une «
bonne chose » au sein des entreprises
actuelles, mais un impératif.
Als die Identität der Verbraucher in vollem Gange ist, hat Gigya fünf Vorhersagen für die wichtigsten Trends, die wir sehen, wachsen im Jahr 2017 gelegt, und wie wir sehen, dass Organisationen reagieren.
The American Kennel Club (AKC) was frustrated with maintaining its homegrown user registration system. It implemented Gigya's customer identity management platform to enable social login, collect structured and unstructured user data, and integrate with its marketing systems. This increased registration rates by 75% and improved email marketing results. It also gave AKC deeper insights into users, allowing it to better engage customers and increase the value per user by 35%.
Gigya helps over 700 companies build relationships with over 1.2 billion consumers through its customer identity management platform. The platform enables businesses to identify customers across devices, consolidate user data into privacy-compliant profiles, and integrate that data into marketing applications to improve customer service, products, and experiences. Gigya has over 300 employees, 700 clients spanning many industries, and has raised over $100 million from investors including Benchmark Capital and Intel Capital.
Consumers now expect more trusted and personalized experiences in exchange for their personal information, but businesses are struggling to protect user privacy in light of growing global security and privacy concerns. Since tolerance is diminishing for username and password processes, today’s businesses must find new ways to secure users' data while delivering better customer experiences.
The upcoming General Data Protection Regulation (EU GDPR) will change the requirements for managing consumers’ personal data across the globe. The regulation’s scope is broad and also affects organizations outside of the EU. Striking a balance between meeting the new regulatory requirements and effectively serving customers in the age of Digital Transformation mandates a shift from siloed consumer data management to centralized Customer Identity Management platforms that support the balance between compliance, user consent, and optimizing the customer experience.
In this white paper — commissioned by Gigya from European analyst firm KuppingerCole and prepared by Fellow Analyst Dr. Karsten Kinast and Lead Analyst Ivan Niccolai — you will learn about:
*The history, framework, implementation and scope of the EU GDPR
*Key compliance elements of the EU GDPR
*The implications of the EU GDPR on Customer Identity Management and best-practice recommendations for strategy and implementation
White Paper: Managing consumer data privacy with Gigya (French)Gigya
AOL and Facebook launched in 1995 and 2005 respectively, marking the rise of social media and increased data sharing online. As technologies like eBay, Google, Salesforce, and smartphones grew in popularity, capturing more personal data, regulations tightened around privacy and data protection in response to events like the Snowden disclosures, Sony hacks, and 2016 US voter database breach. The EU enacted the General Data Protection Regulation in 2018 to standardize privacy rules for EU citizens' data processed worldwide.
The client, a large sporting goods company, wanted to learn more about their nearly 100,000 users to improve engagement and personalization. They implemented Gigya's identity solution to allow users to register or login with social credentials, collecting first-party data to build complete user profiles. This enabled targeting users with rewards for social sharing and comments. It increased registration rates over 2.5x and on-site activity while integrating quickly within 3 months.
An enterprise hospitality company was redesigning their website and wanted a flexible system to manage user profiles and onboard users without spending months building a custom solution. They implemented Gigya's Customer Identity Management platform to provide streamlined user registration and login via social media. This unified user data across systems and allowed for personalized experiences. It also helped design a gamified mobile loyalty program. This led to a 25% revenue increase and 10% lower IT costs while saving 6 months of development time.
The media company needed to centralize user data across its websites and platforms to gain insights about customers and enable targeted advertising. Its existing systems resulted in siloed data and poor user experience. The company implemented Gigya's customer identity management solution to provide single sign-on access across properties and unify user profiles and data. This improved the user experience, allowed for personalized experiences and more targeted advertising, and increased revenue by up to 25% within 3 months.
Case Study: Large Enterprise eCommerce CompanyGigya
An enterprise CPG company with a large physical mailing list wanted to measure ROI of direct mail campaigns and gain customer insights. They used Gigya's solutions to entice mailing list subscribers to register online, allowing the collection of digital user profiles and interaction data. This provided improved marketing effectiveness and cost savings of 24% in IT infrastructure and 25% reduced downtime. The company plans to further engage online users through gamification and loyalty programs.
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"
Boost Your Instagram Views Instantly Proven Free Strategies.InstBlast Marketing
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We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
We will explore the transformative journey of American Bath Group as they transitioned from a traditional monolithic CMS to a dynamic, composable martech framework using Kontent.ai. Discover the strategic decisions, challenges, and key benefits realized through adopting a headless CMS approach. Learn how composable business models empower marketers with flexibility, speed, and integration capabilities, ultimately enhancing digital experiences and operational efficiency. This session is essential for marketers looking to understand the practical impacts and advantages of composable technology in today's digital landscape. Join us to gain valuable insights and actionable takeaways from a real-world implementation that redefines the boundaries of marketing technology.
Gokila digital marketing| consultant| Coimbatoredmgokila
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...Martal Group
Learn how your business's online presence affects outbound lead generation and what you can do to improve it with a complimentary 13-Point Trust Element Assessment.
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxBoston SEO Services
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
Are you struggling to differentiate yourself in a saturated market? Do you find it challenging to attract and retain buyers? Learn how to effectively communicate your expertise using a Free Book Funnel designed to address these challenges and attract premium clients. This session will explore how a well-crafted book can be your most effective marketing tool, enhancing your credibility while significantly increasing your leads and sales while decreasing overall lead cost. Unpacking practical steps to create a magnetic book funnel that not only draws in your ideal customers, but also keeps them engaged. Break through the noise in the marketing world and leave with a blueprint that will transform your sales strategy.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.
2. 1
Achieving a Single Customer View:
The Holy Grail for Marketers
How to Put Customer Identity at the Center of
Your Marketing Strategy
The Data Deluge
The IDC says that consumers created 1.8 zettabytes of information in 2011 –
that’s 56.5 billion 32GB iPads’ worth of data - and that the world’s information
has more than tripled since then. To put it in perspective, that’s enough
iPads to build a wall taller and wider than the Great Wall of China!
This volume of data comes from more than a handful of sources and channels,
including social networks, mobile apps, search engines, content platforms,
emails, videos, text messages and more. And the data deluge won’t be
slowing down anytime soon – the IDC predicts that data will increase
10-fold by 2020.
A Brief History
Former Google CEO Eric Schmidt once argued that 5 exabytes of data were
created between the dawn of civilization and 2003 — and that this amount of
information is now created every 2 days.
3. 2
Oh, The Irony!
Every single data point is an opportunity to connect with your customers in
more meaningful ways, and managing today’s volume and variety of data
effectively is an imperative for businesses to meet customer expectations.
Businesses are trying to collect as much data as they can in attempt to learn
more about their customers. But while data has the power to help you develop
more personal customer relationships and relevant user experiences, if it is
not collected and managed properly, it can lead to a totally disorganized and
inaccurate view of your customers.
The 2.5 Quintillion Byte Question
With more than 2.5 quintillion bytes of data being created across channels
and devices each day, businesses are struggling to get a single view of
their customers - there’s just too much data to process and make sense of.
According to a recent Experian survey, while 99% of businesses believe a
single customer view is important to their business, only 24% claim to have
a clear understanding of their customers across channels.
The Big Benefits of Big Data
• 73% of consumers prefer to do business with brands that use personal information
to make their shopping experiences more relevant (Digital Trends)
• A retailer using big data to its full potential can increase its operating margin by
more than 60% (McKinsey)
• More than two-thirds of business execs believe they could lose their market
position in the next 1-3 years if they don’t adopt big data strategies (Accenture)
4. 3
So how can your business manage big data in a way that effectively gives
you a single, complete view of your customers that leads to meaningful
interactions and relationships?
This guide takes a comprehensive look at how your business can develop
a more effective strategy to understand your audience and drive value for
your brand and customers by:
• Identifying your customers
• Managing customer identity data
• Integrating and applying data across marketing campaigns
Finally, we’ll take a look at how marketers can leverage this “holy grail”
to improve user experiences and drive business success.
Identifying Your Customers
“You’ve Got Mail”
Remember the days of AOL? The Internet was a largely uncharted,
somewhat daunting landscape driven by user anonymity. You went online
to escape yourself, not to be yourself.
But with modern consumers publicly sharing information about their
relationships, hobbies, locations, desired products and plans for the
weekend via mobile apps, social networks, blogs and more, their real
identities have become intertwined with their “virtual lives.”
5. 4
Online Anonymity is Dead
As more interactions move to the digital realm, customers are demanding
increasingly personal, real-world experiences across digital channels
and devices.
Take your local Starbucks, for example. If you’re a frequent customer, the
baristas will greet you by name, start making your favorite drink before you
can even order, and ask about your two kids. They know you.
This is the type of relationship-driven experience today’s consumers expect
businesses to bring to the online world:
• 40% of consumers buy more from retailers who personalize the shopping
experience across channels (Monetate)
• 79% agree that their relationships with brands are more personal than ever
before (Latitude)
• After receiving irrelevant information or products from a brand, 43%
ignored future communications from the company, while 20% stopped
buying from it altogether (Gigya)
Consumers have made it clear that customization and personalization are
here to stay, but to get there, businesses need to understand the wants and
needs of their customers.
6. 5
Missing the Mark
Online anonymity is dead - and that’s a good thing. But in attempt to combat
unknown users and give customers the “Starbucks experience,” too many
brands are still using prehistoric third-party data techniques that cross
the line.
Not only is being unknowingly “cookied” and tracked across the Internet
creepy, but third-party cookies do little to tell you who your customers really
are, merely providing a peek at device-specific browser history that may or
may not belong to a known user. What’s more, data brokers often combine
cookie data with unauthorized offline data such as purchase history, credit
reports, medical records and more in attempt to build out “complete”
consumer profiles.
Focusing on First-Party Data
To truly understand their customers, forge genuine relationships and create
relevant cross-channel experiences, leading brands are turning to first-party
data. First-party data can be captured using a variety of techniques, including
email subscriptions, purchase forms, site analytics and more.
Because it comes directly from your customers, first-party data promotes
transparent data collection and consumer privacy, and is more accurate than
insights that have been bought and sold by third-party vendors.
Crumbling the Third-Party Cookie
According to Steve’s third-party data profile, Steve is a 32-year-old male. He has
been browsing briefcases on high-end retail sites over the past several weeks, and
frequently reads New York Times. However, were marketers to try to reach Steve
with information about a tuxedo sale or a subscription to Harvard Business Review,
they wouldn’t have much success. Steve’s real identity is a stay-at-home dad, and
his business professional wife likes to borrow his laptop!
7. 6
Leveraging Customer Identity
One of the most common ways to collect first-party data is via user
registration and login. Prompting site visitors to register for and log in to
your site or app gives them the opportunity to self-identify and share select
information about themselves directly with your brand.
Capturing consumer identity is a major stepping stone to achieving a single
customer view because your customers carry this identity with them as they
move across your web properties, enabling you to tie all cross-channel
activity and insights to a single, fully developed user profile.
To accomplish this, businesses must adopt a flexible registration system that
enables them to easily build and deploy custom registration forms and flows,
with security, privacy compliance and responsive design built in.
8. 7
Social Login as a Solution
In addition to traditional sign-in, your registration solution should also
support social login. Social login reduces barrier to site entry by allowing
visitors to authenticate their identities using an existing social network
or pre-validated user account. It is particularly convenient across mobile
devices as consumers are often already logged in to their social network(s)
of choice, making registration a seamless, two-click experience.
According to a recent Gigya survey, 66% of US and 59% of UK consumers
say they use social login “always” or often” when given the option, while
over 60% of respondents from both US and UK regions say they are likely to
choose social login when using mobile devices.
When customers log in socially to your site or app, they can also grant
your brand permission-based access to specific data points housed within
their social profiles, such as their relationships, interests, and activities. This
information is extremely powerful when it comes to creating more personal,
relevant user experiences.
9. 8
Registration Done Right
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 doesn’t ask for too
much information at once.
5. Lets users know upfront that their data is protected.
6. Incorporates custom opt-in fields.
1
5
6
4
2
3
10. 9
Account Linking and SSO
Giving users options when it comes to registration and login makes it
necessary to choose a registration software that is able to automatically
link multiple user accounts to a single profile.
Single sign-on (SSO) is another tactic to facilitate a single customer view
while providing a streamlined user experience. As web-based services
and applications multiply, SSO allows users to move seamlessly across
properties by tying all activity to a single, known username and password
or social identity.
SSO can also be used to create frictionless identity verification between
separate yet affiliated systems - for example, between websites and customer
service providers like Zendesk or a TV network and cable provider.
Managing Customer Identity Data
Identity Implications
Making the decision to embark on the quest for a single customer view
and focus on identity has many implications for your business from both a
technical and operational standpoint.
11. 10
Many businesses fail when it comes to achieving the “holy grail” because
their customer data management system is out of date, and marketing and
IT execs are out of sync when it comes to implementing the infrastructure
needed to support modern marketing goals.
Not All Data Is Created Equal
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 world’s 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.
Calling All Data Types
Businesses cite the inability to automate structured and unstructured
data quickly and effectively among their biggest challenges, with 60%
noting that big data projects typically take at least 18 months to complete
(Kapow Software).
CIO + CMO = ROI
70% of top performing companies say they have a strong CIO - CMO relationship,
compared to just 45% of non-top performers (PwC).
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
12. 11
To get the single, real-time view of cross-channel customer identity data
needed to make timely marketing decisions and build relevant user
experiences, marketing and IT must collaborate to choose a dynamic
schema customer identity management database.
This database should automatically collect and reconcile all types of data in
real-time, including demographic, social, behavioral and transactional. This
data must be stored in an organized manner that enables your business to
conduct real-time analysis and make data-driven decisions quickly.
Security and Compliance
In your quest to establish a single, identity-centric view of your customers,
it’s important to prioritize data security and privacy compliance.
Data is every company’s biggest asset, and when your customers entrust
you with their information, it’s your responsibility to protect it. Security must
be a core feature of your customer database - not bolted on as threats
emerge. Go beyond security protocols and look for a database that is
inherently fortified and certified by industry recognized standards such
as ISO 27001.
When it comes to managing customer identities and data from today’s
multitude of networks and applications, your business must adhere to the
privacy policies created by countless lawmakers and third-party identity
providers. Choosing a solution with the ability to automatically manage these
privacy updates in real-time is the key to staying compliant and maintaining
customer trust.
40% of CMOs believe their companies’ IT teams don’t understand the urgency
of integrating new data sources into campaigns to address market
conditions, while 43% of CIOs say that marketing requirements and priorities
change too often for them to keep up (CMO.com).
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Integrating and Applying Data
Across Marketing Campaigns
From Storage to Action
While adopting a database with the ability to store all customer identity
data in a single place is a huge organizational milestone, this still doesn’t
necessarily mean your business has a single customer view.
To achieve this elusive “holy grail,” your database must be configured in a
way that enables marketers and other non-technical decision makers to take
action on the goldmine of data housed inside.
Break Down Data Silos
According to a recent survey, 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)!
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.
Direct integrations and automatic, bi-directional data syncs between
recommendation engines, CRM solutions, ad platforms, email marketing
systems and more turn your database into a single source of customer truth,
regardless of channel or device.
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).
14. 13
Integration in Action
Delivering customers with relevance at each touch point throughout the
customer journey is the linchpin of creating direct customer relationships and
lifetime loyalty. Consider the following simple yet powerful example:
A customer logs into an ecommerce site using her Facebook account. After
browsing for a few minutes, she shares two dresses with her Facebook network.
She adds one to her cart, but abandons the purchase mid-checkout.
To combat this, a site with a fully integrated marketing strategy could then
email her a coupon for 25% off the dress of her choice, re-target her with
ads for women’s clothing and accessories on Facebook, and greet her with
a personalized showcase of items matching her desired dress the next time
she logs in.
If that’s not a personal, Starbucks-esque experience, then what is?
Data → Insights
One critical and often overlooked hurdle to achieving a single customer
view is the inability of non-technical business leaders to independently
analyze end-user data. In fact, a recent Aberdeen study found that less than
¼ of the information that companies control is even available for extracting
insights (WSJ).
15. 14
Collaborate with IT to ensure that the key stakeholders in the marketing
organization have the ability to analyze customer identity data via an easily
accessible dashboard, giving them the power to make strategic, data-driven
marketing decisions anytime, anywhere.
This dashboard should allow marketers to run complex queries, build
custom filters and audience segments with no code required, and save and
export reports. Not only does this save valuable IT time and resources, but
it also provides those on the frontlines of the business with the ability to
effectively harness the economic value of customer data.
The Holy Grail
What a Single Customer View Can Do
By enabling all business leaders to analyze, understand and take action
on customer identity data, you’ve done it — you have achieved a single
customer view!
The opportunities this “holy grail” presents to optimize your user experiences
are virtually endless. Let’s take a look at how some of today’s leading
brands are using customer knowledge to win business, build relationships
and drive loyalty.
16. 15
Email Marketing
When fans login socially to Hunter Hayes’ 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.
Targeted Advertising
By prompting users to sign in to the Winter Olympic Games community
platform and the Canadian Olympic Team site using Gigya’s Social Login,
the Canadian Olympic Committee is able to gain permission-based access
to specific demographic and psychographic information housed within their
social profiles.
Happy Birthday! I hope you are getting a little “crazy”
on your special day!
To kick off your celebration, enjoy 15% off the next
time you shop in Hunter’s online store - just enter
the code Z6LQKOKIHWDW at checkout.
Have a great one! - HH Road Guy
17. 16
Using Gigya’s Customer Insights dashboard to analyze fans’ permission-
based data, the Canadian Olympic Committee discovered that users logging
in via Facebook to the Winter Olympic Games community platform share
similar demographic profiles, as well as interests in Canadian hockey teams,
TV shows like The Big Bang Theory and Ellen Degeneres and particular
gaming apps.
These types of insights are used to build custom and look-alike audience
segments to reach users with similar profiles who are most likely to convert
across Facebook and Twitter, increasing Facebook ad conversion rates by
106% and decreasing campaign costs by 51%!
Personalized Recommendations
Culinary king McCormick establishes user identity by giving site visitors the
option to log in traditionally or socially. It is then able to tie all on-site activity,
including social shares, recipe and spice favorites and shopping list items to
a single user profile to help build out a user’s unique “Flavor Print,” or taste
profile. It then uses this information to recommend additional recipes she
may like.
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Driving Valuable Behaviors
To foster member loyalty while increasing new fitness club sign-ups, 24 Hour
Fitness optimized its referral process by allowing members to share unique
guest passes with their friends via email or a variety of social networks.
24 Hour Fitness is then able to segment these referred members based on
their responsiveness to send tailored emails that nurture them through the
sign-up process.
As customers refer their friends, 24 Hour Fitness uses Gigya’s influencer
reporting to rank its top advocates. The fitness club then rewards these
influencers with customized rewards packages, promoting brand loyalty and
future referrals. This program led to more than 8,400 new direct referrals
and lifetime value revenue of more than $600k in just one month.
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Cross-Channel Commerce
To turn unknown shoppers into known customers during the holiday season,
DICK’S Sporting Goods created a highly relevant, cross-channel shopping
experience by letting consumers log into and manage their own personal
“Gift Lockers” from any device.
Consumers could add their favorite items to their lockers by browsing online,
taking mobile photos of items in store or scanning catalogue QR codes, as
well as share these lockers directly with their social networks.
“DICK’S Sporting Goods saw an increase in online sales during the holiday
season by incorporating Gigya’s Social Login and Share software into our
Gift Locker experience. Allowing users to sign-in and share socially across
devices has been instrumental in driving customer acquisition and retention.”
— Jay Basnight, Director of Digital @ DICK’S Sporting Goods