In the age of the connected consumer, businesses have a unique opportunity to reach users at every touchpoint during the customer journey. With the growing number of devices that consumers use, it’s more important—and more challenging—than ever to gain a single view of the customer and implement effective, relevant marketing. In this presentation, Gigya CEO Patrick Salyer, and NASCAR’s Director of Technical Operations, Ben Selland, will discuss how leveraging key demographic, psychographic and behavioral identity data, paired with an engaging digital experience, can turn anonymous users into loyal, known customers
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1. Know Your Customer Before the Journey Begins
2. Gigyas Consumer Identity Management Platform enables
companies to turn anonymous users into known, loyal customers,
increasing marketing performance and engagement 1.5B consumers
reached Proprietary & Confidential 2 700+ customers 46
Countries 325 employees and growing
3. 700 Blue-Chip Customers Across B2C Verticals Media &
Entertainment Consumer Products Ecommerce Travel & Leisure
Education / Non-Profit Communications & Infrastructure
Proprietary & Confidential 3 Financial Services Healthcare
4. Identity-Driven Marketing
5. Market Dynamics Digital Identities Proprietary &
Confidential 5 77% of consumers use social login
6. Market Dynamics Identity & Payments 60% of consumers
have abandoned a purchase because it required them to fill out a
registration form Proprietary & Confidential 6
8. Market Dynamics Identity & Personalization Profile
Information Name: Christopher Email: [email protected] Gender: Male
Birthday: 08/18/83 Location: Mountain View, CA Education: Stanford
Graduate Marital Status: Engaged Interest Graph Interests: Soccer,
surf trips, web design, music festivals, LA Galaxy Activities:
running, surfing, Soccer, camping, kayaking Music: Run DMC, Black
Eyed Peas, Foo Fighters, U2, Kanye West Movies: Inception, The
Shining, Jaws, Caddyshack, Se7en 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 Proprietary & Confidential 8
9. Market Dynamics Privacy, Transparency, & Control 45% of
consumers will only willingly share information if the company
makes it clear with how theyll use the data Proprietary &
Confidential 9
10. Gigyas Approach
11. Market Dynamics Managing Customer Identities Organization
CIO CIO + CMO Technology On Premise Software-as-a-Service Customers
Web Social & Mobile Connectivity Data 3rd Party &
Structured 1st Party & Unstructured (Social) Regulation Limited
Company & Gov Data Compliance THEN NOW Proprietary &
Confidential 11
13. Connect: Registration-as-a-Service & Social Login
Proprietary & Confidential 13
14. Connect: Engagement Plugins & Gamification GAMIFICATION
SHARE RATINGS & REVIEWS REACTIONS COMMENTS ACTIVITY FEED SOCIAL
LOGIN & REGISTRATION AS A SERVICE Proprietary &
Confidential 14
15. Connect: 1st Party Data Available Social Identity Data
(Sample Providers) Registration Data Proprietary & Confidential
15 Traditional Registration Progressive Profiling Conditional
Workflows Behavior Signal Data Purchases Ad Clicks Page Views
Shares etc System Data Location iRank Opt-ins etc Data First Name X
X X X X Last Name X X X X X Email Address X X X X X Birthday X X X
X Gender X X X City X X X State X X X X Country X X X X X Zip Code
X X Interests X X Likes X Activities X X Education X X X Work X X X
Skills X Religion X Political Views X Relationship Status X
16. Collect: Identity Data Management Identity Storage
Highlights: Unstructured Identity Data Storage Identity &
Account Linking Terms of Service Management Privacy Regulation
Compliance Access Rules & Permissions Proprietary &
Confidential 16
17. Convert: Consumer Insights & NEXUS Connectors Email
Marketing Data Management Web Analytics Ad Serving Proprietary
& Confidential 17 SMS/Push Notifications Recommendation
Engines
18. NASCAR & Identity Driven Marketing
19. 19 Passionate Fans NASCAR fans average over 11 hours
following NASCAR each week
20. Engaging Fans Via Digital Platforms 20 On track for: 1.1
Billion page-views in 2014 132 Million video views in 2014
21. 21 NASCAR Digital Media Leverages Gigya and
ExactTarget
22. 22 How does it work?
23. Registration & Social Login Proprietary &
Confidential 23
27. Gigya Fuels ExactTarget with Real-Time Identity Data,
Triggering Customer Journeys Proprietary & Confidential 27 Data
First Name X X X X X Last Name X X X X X Email Address X X X X X
Birthday X X X X Gender X X X City X X X State X X X X Country X X
X X X Zip Code X X Interests X X Likes X Activities X X Education X
X X Work X X X Skills X Religion X Political Views X Relationship
Status X Registration Data Traditional Registration Progressively
Profiling Conditional Profiling Behavior Signal Data Purchases Ad
Clicks Page Views Shares System Data Location Time Opt-ins etc