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Gigya - DDM Alliance Summit Marketing on Facebook
This document summarizes a presentation about accessing, managing, and applying 1st party identity data. It discusses what identity data is, how marketers can access consumer identity through social login and registration services, and how identity data can be used. Examples of using identity data include KLM's Meet & Seat program which delivers personalized communications, and personalized digital experiences through social data. The presentation was given by Richard Lack, Director of Northern Europe.
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Gigya - DDM Alliance Summit Marketing on Facebook
- 1. How to Access,Manage, and Apply 1st Party Identity Data
- 2. Proprietary & Confidential2 Today’s Presenter Richard Lack Director of Northern Europe
- 3. Proprietary & Confidential3 Today’s Agenda 1. What is identity data and why is it important? 2. How can marketers access and manage consumer identity? 3. Applications of identity data-driven marketing
- 4. What is identitydata and Why is it important?
- 5. Proprietary & Confidential5 Connected Consumer Case Study
- 6. Proprietary & Confidential6 Major Challenges for Data-Driven Marketers Providing a consistent user experience Consolidating information from multiple touch points Keeping pace with consumer data in the age of social media 1. 2. 3.
- 7. Proprietary & Confidential7 What is Identity Data?
- 8. Proprietary & Confidential8 Identity as the Connective Tissue for Data-Driven Marketing
- 9. How can marketersaccess and manage identity?
- 10. Proprietary & Confidential10 Social Login & Registration-as-a-Service
- 11. Proprietary & Confidential11 Social Login: Rich, Permission-Based Identity Data
- 12. Proprietary & Confidential12 Social Login Adoption 0 100 200 300 400 500 600 700 800 900 2009 2010 2011 2012 2013 Millions Gigya Social Logins/Registrations 2009 - 2013 50% of retail customer identities will be from a social network by 2015 - Gartner-
- 13. Proprietary & Confidential13 Storing Identity Data Requires a Robust Database Identity Storage Highlights: Dynamic Schamaless Database Identity Data Storage Identity & Account Linking Signals: Behavior Data Storage SocialSync: Social Network Data Updates SocialCompliance: Terms of Service Mngt Privacy Regulation Compliance Access Rules & Permissions
- 14. Proprietary & Confidential14 Use Identity Data to Create Unique Audience Segments #dwsocial
- 15.
- 16. Proprietary & Confidential16 KLM’s Meet & Seat Program
- 17. Proprietary & Confidential17 1:1 Customer Communications Profile Information Name: Christopher Email: [email protected] Gender: Male Birthday: 08/18/83 Location: New York, NY Education: Stanford Graduate Marital Status: Engaged Interest Graph Interests: marathons, surf trips, web design, music festivals, NY sports, World Cup Activities: running, surfing, soccer, camping, kayaking Music: Run DMC, Black Eyed Peas, Foo Fighters, U2, Kanye West Movies: Inception, The Shining, Jaws, Caddyshack, Seven TV Shows: Parks and Recreation, The League, The Soup, The Colbert Report Books: Steve Jobs, Hunger Games, Outliers Games: Farmville, Medal of Honor, Assassins Creed, Madden, Angry Birds, Gears of War Social Graph # of Friends: 222 # of Followers: 4,256 # of Connections: 500+
- 18. Proprietary & Confidential18 Personalized Digital Experiences Social Data
- 19. Proprietary & Confidential19 Gigya Company Overview Gigya Highlights • 700+ clients, including 45% of the comScore top 100 • Technology reaches 1.5 billion consumers monthly • Implemented in more than 40 countries Awards/Recognition ENTERPRISE MID-MARKET & EMERGING
Editor's Notes
- #6 As someone who travels a lot (offices in London, Paris, California), I must be connected at all times -give a brief overview of why you use each device and what purpose it serves
- #7 That said, such ubiquitous connectivity provides businesses and marketers with a few major obstacles to overcome. In today’s hyper-connected world, we’re finding that business are needing to overcome one or more of the following three challenges. Providing a consistent user experience. With so many different points of access to the web, business now find themselves having to provide a consistent experience across various screen sizes and development environments (think Android, iOS, Windows, etc.) Consolidating Information from multiple touch points Each of these points of connectivity represents a new point of data for businesses to collect and make sense of. Consolidating these data points into a singular view for marketers to access and apply is by no means an easy task. Keeping pace with consumer data in the age of social media Social Media presents businesses with yet another challenge, on one hand providing businesses with an incredible understanding of consumer preferences and behavior, on the other hand presenting a hurdle for businesses to keep pace with rich information that is ever-changing and growing.
- #9 So we have social, mobile, and connected devices all becoming a part of the connected consumer identity The challenge for CMOs is breaking down the silos caused by each of these new data sources Identity is the connective tissue to do this
- #13 Why is this important Social login is gaining widespread adoption Becoming the defacto medium for identity authentication on the web This is reflected in a recent report from Gartner 50% of all retail customer identities will be from social by 2015 Gigya chart shows rapid adoption of social login since 2009
- #15 Now brands have access to rich data like interests, relationship status, location, education, etc. Hard part is the Execution This data should be: 1 – Collected 2 – Easily accessible and segmentable 3 – Exportable into business applications
- #19 Here is an example of a brand (Kate Spade) using social profile data to personalize the user experience When a user returns Kate Spade: Recognizes the first name to catch attention Pulls in location data to display the weather Provides product recommendations based on season and past behavior Note: This is just scratching the surface of what is possible