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%.

1. CASE STUDY
About American Kennel Club
Founded in 1884, American Kennel Club (AKC) and
its registry have long represented the gold standard
for purebred dog pedigrees. AKC is dedicated
to promoting canine health, understanding and
companionship among its community of dog lovers.
The Challenge
After spending significant time and resources building its own
registration system, AKC was becoming frustrated with the amount
of effort it took to maintain and make updates to this homegrown
solution. What’s more, AKC’s legacy database required intense
customization to capture unstructured data, maintain privacy
compliance and feed this data to other platforms.
“We have a large Facebook following and knew that enabling site
visitors to register with their Facebook accounts would not only
drive acquisition, but also help us learn a lot more about them,” said
Steve Pessah, Senior Product Manager at the American Kennel Club.
“Implementing social login in-house just wasn’t a viable option given
the volume and complexity of third-party policies and APIs.”
The Solution
Gigya’s Customer Identity Management Platform offers an end-to-end
registration solution that makes it easy for AKC to build, customize and
deploy registration forms and flows, with screens for email verification,
password reset and more. It also supports social login via a single
API to manage Facebook and more than 25 other third-party identity
providers. Gigya’s dynamic schema Profile Management database
collects and consolidates both structured and unstructured first-party
data captured as users register and engage on-site.
American Kennel Club Drives
Campaign Conversions with
Identity-Driven Marketing
SUCCESS HIGHLIGHTS
• Reduced customer identity management
costs by 50%
• Increased email open rates by 50% and
click-throughs by 100%
• Improved Instagram growth rate by 150%
Saved 12 months of
development time
Improved registration
conversion rates
by 75%
Increased value
per user by 35%
75
12months
35

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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).
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http://www.gigya.com/privacy-policy/.
Gigya_Case_Study_ American_Kennel_Club_201702
Profile Management ensures automatic compliance with third-party providers’ terms of service and regional
privacy regulations, and normalizes and indexes user data for easy analysis and segmentation via Gigya’s
Customer Insights dashboard. Using pre-built integrations offered through Gigya’s IDX Marketplace, this data
is then passed directly to AKC’s other business systems, including Marketo, to enable more targeted and
personalized email campaigns.
The Benefits
AKC has saved significant time and money by offloading registration and social login development and
maintenance to Gigya, as well as compliance, data storage and management, and third-party integrations.
To date, the organization has reclaimed a full year of development resources and cut its total costs
associated with managing customer identities by 50%.
Providing a seamless registration experience and allowing
users to log in using their Facebook and other third-party
credentials has had a significant impact on customer
acquisition, with a 75% increase in registration rates. With
between 60 - 70% of new sign-ups occurring via Facebook,
AKC has also been able to accumulate a wealth of first-party,
permission-based customer data, including users’ genders,
locations, interests, activities and more.
Using this information to create distinct audience segments
and porting these segments into its Marketo instance, AKC
now tailors its email campaigns, targeting customers based on
their geolocations, favorite dog breeds, Facebook likes, shared
articles and other key insights. This level of personalization
has resulted in a 50% increase in email open rates and a 100%
boost in click-throughs.
A clear view of user identity and activity across channels has led to a lead scoring model that makes it
possible for American Kennel Club to know where users are in their customer journeys, and to provide
relevant articles, content and product recommendations to move them along the path to conversion. AKC
then creates segments of its most engaged users and targets them on Instagram, improving the growth rate
of that audience by 150%.
Ultimately, turning anonymous site visitors into known, engaged customers has increased AKC’s value
per user by 35%. “Not only has Gigya allowed us to get to market in record time with its robust APIs,
automatic privacy compliance and pre-built marketing integrations, but it has also given us a much deeper
understanding of our audience,” said Steve Pessah. “By knowing key pieces of information like what dog
breeds a user likes or what dog shows they are interested in attending, we can reach them with relevant
messages at the right time, increasing conversion rates and the value of each user.”
NOT ONLY HAS
GIGYA ALLOWED US TO
GET TO MARKET IN
RECORD TIME...BUT IT
HAS ALSO GIVEN US A
MUCH DEEPER
UNDERSTANDING OF
OUR AUDIENCE.
Steve Pessah
Senior Product Manager,
American Kennel Club