The document discusses the need for collaboration between marketing and IT through Customer Identity and Access Management (CIAM) to enhance customer engagement while addressing usability, privacy, and agility in a secure manner. It highlights the challenges both departments face in managing customer data and ensuring privacy compliance, emphasizing CIAM as a solution that balances personalization and security. By leveraging CIAM, businesses can improve customer experiences and marketing effectiveness, ultimately driving growth and innovation.

1. Bridging the Gap between Marketing & IT
with Customer Identity & Access Management

2. 2
Bridging the Gap between Marketing & IT
with Customer Identity & Access Management
CMOs’ technology budgets are expected to increase 10x over the next 10 years
(CMO Club & IBM) as they’re tasked with mining the insights necessary to reach
customers with relevant content across channels and campaigns – but they can’t go
it alone. This quest has major technical requirements and implications when it comes
to IT concerns like privacy, scalability and security.
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 age-old gap requires a purpose-built customer identity and access management
(CIAM) solution that equally addresses the needs and concerns of both marketing
and IT while presenting fresh opportunities for joint departmental and business growth.
Let’s take a look at three marketing and IT conflicts and how CIAM provides a highly
collaborative and effective solution.
1. Usability vs. Security
2. Personalization vs. Privacy
3. Agility vs. OPEX
“Line-of-business and marketing teams can no longer manage customer
identities in isolation from their S&R counterparts. This is where CIAM
comes into play and can serve as a critical integration and collaboration
point between security and marketing teams to deliver an optimal
customer experience.”
--Forrester Research, Inc., Market Overview: Customer Identity and Access Management
(CIAM) Solutions. Merritt Maxim and Andras Cser. August 4, 2015

3. 3
Usability vs. Security
For marketers to create relevant user experiences, they must be able to identify
customers as they move across today’s landscape of channels and connected
devices. However, user tolerance for security barriers like passwords and CAPTCHA
is diminishing, causing them to abandon registration forms in search of newer and
more convenient means of authentication, such as social sign-in and biometrics.
To continue to earn access to customer identities, companies must deliver the
frictionless registration experiences that users expect. This is a new concept for IT
leaders accustomed to focusing on captive internal employees, for whom they can
enforce strict authentication protocols. And with data breaches increasing by nearly
50% year-over-year (Gemalto), IT must ensure that increasing convenience does not
come at the cost of security.
A well-designed CIAM solution gives businesses the tools they need to create
frictionless user experiences that maximize registrations while minimizing risk.
Frontier Communications is just one of the brands trading in its homegrown
ManagementEngagement
Conversions
Cross-channel unity
Scalability
Authorization
Authentication
Customer
Identity
Management
Security
Privacy compliance
Access management
Scalability
Authorization
Authentication
IT
Personalization
Loyalty
UX
Engagement
Conversions
Cross-channel unity
MARKETING
The Top 3 Reasons
Why Consumers
Choose Social Login
1
They don’t want to
spend time filling in
registration forms
2
They don’t want to have
to remember another
username/password
3
They like being able
to use the same identity
across devices and domains
Source: Gigya 2015 State of Consumer Privacy & Personalization Survey

4. 4
registration system for the benefits that CIAM has to offer, including industry-
standard API-based authentication and authorization protocols, at-rest and in-motion
data encryption and robust roles and permissions-based access controls.
Personalization vs. Privacy
As connected devices and digital experiences grow more intertwined with users’
everyday lives through social networks and the Internet of Things, consumers are
demanding increasingly personalized interactions. So much so that the marketers
who fail to deliver on these demands are suffering the consequences.
Ignored future communications from
the company
47% 44%
Unsubscribed from the email list 57%65%
UK
US
Stopped visiting the company’s website or
mobile app 20%27%
Stopped buying products from the company 15%16%
Complained about the company to others
either in-person or on social media platforms
such as Facebook, Twitter or Yelp
7%11%
Marked the message as spam 25% 24%
Have you ever done any of the following after a company sent you irrelevant information or product
recommendations (select all that apply)?
The Cost of Irrelevance
With CIAM, Frontier
was able to increase
registrations across web
and mobile properties by
60% while standardizing
password encryption,
secure data storage and
privacy compliance across
the enterprise.
Source: Gigya 2015 State of Consumer Privacy & Personalization Survey

5. 5
Despite these demands for personalization, more than 90% of consumers say they
are concerned about data privacy and how companies are using their information
(Gigya), prohibiting marketers from accessing the data they need to enable relevant
experiences. This requires a shift in mindset for IT leaders who are accustomed
to managing their company’s internal user data, a scenario in which employee trust
is assumed, all data is considered company property and privacy takes a backseat
to security.
When it comes to customer identities and data, IT faces the challenge of adhering
to various privacy regulations put into place by third-party social networks, identity
providers and lawmakers that require businesses to put control in the hands of
users. As Forrester puts it, “In the consumer world, consumers expect websites to
provide granular user-centric preferences so they can decide how the firm uses
their data” (Forrester Research, Inc., Market Overview: Customer Identity and Access
Management (CIAM) Solutions. Merritt Maxim and Andras Cser. August 4, 2015).
Rather than spending months on development and maintenance to keep up with the
evolution of third-party privacy policies, IT leaders can rely on CIAM to automatically
manage data and regional privacy compliance in the cloud. Best-of-breed CIAM
solutions also make it easy for consumers to manage and update their privacy settings
in real-time, facilitating a “digital handshake” that enables marketers to provide users
with the right level of personalization based on their personal privacy settings.
Agility vs. OPEX
Once businesses are able to collect customer information in a secure and compliant
manner, marketing, service and sales teams need access to this data - and fast.
Personalization depends on marketing agility and the ability to customize the user
journey based on real-time insights, from on-site to application, smartphone to
smartwatch and email to advertising.
“In employee IAM, the security teams create centralized security and privacy policies
that they propagate to employees. In CIAM, customers want and expect to be able
to control and manage how the firm uses and shares their personal information.”
-- Forrester Research, Inc., Market Overview: Customer Identity and Access Management
(CIAM) Solutions. Merritt Maxim and Andras Cser. August 4, 2015

6. 6
However, 40% of CMOs believe 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). Running analyses, pulling reports and
integrating marketing systems have major impacts on IT OPEX.
True CIAM solutions transform customer data into an immediate asset for business
leaders. Tools like data normalization, automatic indexing and rich visualization
empower non-technical stakeholders to independently analyze and segment data.
For example, the Canadian Olympic Committee leveraged real-time CIAM insights
to build targeted ad segments based on characteristics shared by its most dedicated
fans. This resulted in a 106% increase in ad conversion rates and a 51% decrease
in CPC.
With CIAM, customer insights can also be immediately exchanged between existing
marketing technologies through pre-built integrations. This creates the single
customer view needed to build relevant and cohesive marketing communications
without requiring IT to manually compile data across silos or maintain technology
connectors.
Companies that put data at the center of marketing
and sales decisions improve marketing ROI by 15-20%.
--McKinsey
Customer ID
Management
Marketing & Service
Applications
Registration-as-a-Service
& Social Login
Data Storage, Access, Management
Data Sync
Preference Center
Privacy & TOS Compliance
Provisioning
Auditing
Authentication
Authorization
Web
Mobile/Tablet
Connected Device
IoT
Federation&SingleSign-on
Social
Plugins
Gamification
Identity Data Management
(Profile & Activity Data)
Campaign Management
Messaging
Advertising
Content Management Systems
CRM
Email Mobile Social
DMP DSP Serving
Personalization Recommendation SEO
POSSupportCall Center
User-behavior & On-Site Activity
Campaign
Response Data

7. 7
Collaboration Breeds New Opportunities
As marketing and IT collaborate to adopt strategies and solutions that support
future business success, new opportunities will emerge for both departments.
With immediate, unfiltered access to customer data, marketers will assume a more
analytical and data-driven role.
Similarly, by offloading back office development and maintenance to a trusted CIAM
solution, IT will become strategic, revenue-driving business partners with more
freedom to focus on innovation.CONSIDER THE FOLLOWING STATISTICS:
IT Role BEFORE IT Role AFTER
Success: Absence of failure Success: Acheiving business results
Balance the budget Increase revenue
Maintain system performance Drive business growth
Prevent system degradation Advance innovation
Manage company-owned devices Manage bring your own device
Prevent the use of external devices Embrace (but monitor) Shadow IT
Administer systems Deliver new customer experiences
“We’re not focused on how to make marketing successful or how
to make IT successful, but how to make the company successful.”
-- Gerri Martin-Flickinger, CIO, Adobe
Source: Wired Innovation Insights
To learn more about how customer identity and access management can
help bridge the gap between marketing and IT goals to benefit your business,
visit www.gigya.com

8. © 2015 Gigya, Inc. | 2513 Charleston Road #200, Mountain View, CA 94043 | T : (650) 353.7230 | www.gigya.com
Gigya, the Gigya logo, and Customer Identity Management Platform are either registered trademarks or trademarks of Gigya Incorporated in the United States and/or other countries. All other
trademarks are the property of their respective owners. Gigya does not own any end user data or maintain any other rights to this data, other than utilizing it to make Gigya’s services available
to our clients and their end users. Gigya acts as an agent or back-end vendor of its client’s website or mobile application, to which the end user of our client granted permissions (if applicable).
Gigya facilitates the collection, transfer and storage of end user data solely on behalf of its clients and at its clients’ direction. For more information, please see Gigya’s Privacy Policy, available at
http://www.gigya.com/privacy-policy/.
Rev: Gigya_WP_BridgingTheGap_Marketing&IT_092015
The Leader in Customer
Identity Management
About Gigya
Gigya’s Customer Identity Management Platform helps companies
build better customer relationships by turning unknown site
visitors into known, loyal and engaged customers. With Gigya’s
technology, businesses increase registrations and identify
customers across devices, consolidate data into rich customer
profiles, and provide better service, products and experiences by
integrating data into marketing and service applications.
Gigya’s platform was designed from the ground up for social
identities, mobile devices, consumer privacy and modern marketing.
Gigya provides developers with the APIs they need to easily build
and maintain secure and scalable registration, authentication, profile
management, data analytics and third-party integrations.
More than 700 of the world’s leading businesses such as Fox, Forbes,
and Verizon rely on Gigya to build identity-driven relationships and to
provide scalable, secure Customer Identity Management.
For more details about Gigya, visit www.gigya.com or call us at
650.353.7230.