Subscribed 2015: Identity Fuels Your Subscriber Journey
•Download as PPTX, PDF•
0 likes•1,371 views
If your buyers are subscribers, then your marketing strategy should be about engaging them for a lifetime. How should you structure your teams, programs, processes and content to engage and delight subscribers from the very first touch, through to various stages of adoption and ultimately, evangelism. Hear from marketing leaders with fast growing subscriber bases that are taking a fresh look at the traditional role of marketing.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (20)
Similar to Subscribed 2015: Identity Fuels Your Subscriber Journey
Similar to Subscribed 2015: Identity Fuels Your Subscriber Journey (20)
More from Zuora, Inc.
More from Zuora, Inc. (20)
Recently uploaded
Recently uploaded (20)
Subscribed 2015: Identity Fuels Your Subscriber Journey
- 1. Identity Fuels Your Subscriber Journey Dave Scott CMO, Gigya @scottonmktg #subscribed15
- 2. 3 What’s your priority on the marketing road map? #subscribed1
- 5. 6 Knowing Their Identity Keeps You From Guessing #subscribed1
- 6. 7 Excuses Current solution is good enough 1. 2. 3. Identity is optional Never knew you needed it #subscribed1
- 7. 8 How IT Solves Identity: 1. #subscribed1
- 8. 9 2.How IT Solves Identity: #subscribed1
- 9. 10 3.How IT Solves Identity: #subscribed1
- 11. 12 “Only 13% of CMOs feel confident that they are delivering a seamless experience” Oracle Marketing Cloud #subscribed1
- 12. 13 Without Identity With Identity Increased Engagement & Conversion IDENTITY BARRIER Data Capturing Email True 1:1 Relationship #subscribed1
- 13. 14 Increased Engagement & Conversion IDENTITY BARRIER Acquisition Without Identity With Identity Newsletter Signup True 1:1 Relationship #subscribed1
- 14. 15 Increased Engagement & Conversion IDENTITY BARRIER Targeting Without Identity With Identity Blind Marketing True 1:1 Relationship #subscribed1
- 15. 16 Increased Engagement & Conversion IDENTITY BARRIER Infrastructure Without Identity With Identity Multiple Profiles True 1:1 Relationship #subscribed1
- 16. Use Cases For Identity #subscribed1
- 17. 18 1. Unified subscriber view 1. 2. 3. #subscribed1
- 18. 19 2. Know you subscriber 1. 2. 3. #subscribed1
- 21. 22 5. Secure user data 1. 2. 3. #subscribed1
- 23. 24 Identity-Driven Results: 74% Increase in registration conversions #subscribed1
- 24. 25 9x Increase in repeat user logins #subscribed1
- 25. 26 92% Increase in commenting activity Identity-Driven Results: #subscribed1
- 26. 27 24% Increase in time spent on site #subscribed1
- 27. 28 50% Increase in site advertising revenue #subscribed1
- 28. 29 200% Improvement in ad targeting conversion rates #subscribed1
- 30. Medialaan: How Identity Increased Ad Revenue Couldn’t track user behavior on siteP Implemented Identity to encourage loginS 200% growth of registered usersR #subscribed1
- 31. Learn Liberty: How Identity Drove Personalization P S R Poor conversion rates across marketing efforts Used identity to personalize email outreach 152% increase in click through referral traffic #subscribed1
- 32. Forbes: How Identity Increased Conversions P S R Declining online subscriptions and poor site experience Implemented Identity to increasing registration and engagement 100% increase in newly registered users #subscribed1
- 33. About Gigya’s Identity Solution #subscribed1
- 34. 35 We enable companies to build better relationships by turning unknown users into known, loyal and engaged customers 1.5B consumers reached 700+ customers 46 countries 325 employees and growing #subscribed1
- 35. 36 CONNECT COLLECT CONVERT Gigya: Customer Identity Management Platform
- 36. 37 Media & Entertainment Consumer Products Ecommerce Travel & Leisure Education / Non-Profit Communications & Infrastructure Financial Services Healthcare 700 Global Enterprise Customers #subscribed1
Editor's Notes
- So, if Identity is so important….. Why haven’t you invested in it?
- How Identity is solved today…. Let IT figure it out
- How Identity is solved today…. Let IT figure it out
- How Identity is solved today…. Let IT figure it out
- No surprise here – you’re frustrated!
- No surprise here – you’re frustrated!
- To show how Identity fits into achieving business results, we’ve introduced the concept of the relevancy matrix. This matrix categorizes businesses based on engagement & conversion rate results, and looks at common characteristics we’ve observed in terms of user acquisition, data, targeting and overall infrastructure. 1st Category – businesses with only a very basic understanding of their customers lowest engagement and conversion rates only data they collect is name and email address everybody gets the same message, a spray and pray approach which is usually not very relevant. 2nd Category - marketers who store their data in one database and use profile based segmentation based on demographic data such as age, gender and location. Identify a few broad segments (age, gender, location, etc.) send a more targeted email message twice as likely to engage or convert 3rd Category – marketers will usually be integrating site personalization and product recommendation tools to get the best from their investment in quality data. overlay behavioral data (e.g. products viewed or reviewed), transactional data (e.g. products purchased), along with more detailed personal data such as likes, interests and activities deliver a much more personalized experience. These businesses have engagement and conversion rates averaging 3x higher than the first. 4th Category - the ultimate objective of most marketers. This describes businesses like Amazon, Netflix and eBay targeting happens in real-time using thousands of data-points to perfectly optimize each customer interaction engagement and conversion rates which average 4x higher than the first category Most marketers struggle to get any further than half-way across the matrix because they lack the data, or the tools to evolve their approach and improve conversion We find, that there is a barrier which stands in the way of access to levels of higher achievement & engagement-> the identity barrier Marketers who break through the identity barrier have found a way to successfully register a high percentage of their users, using a clear call-to-action and making it easy to gather the kind of personal data which they most value as marketers. They are then able to store this data in one place and make it accessible to their targeting platform. Often we see businesses who fail to solve this challenge and notice that they are struggling with tracking cookies and anonymous web-logs. We believe that it doesn’t matter how much you invest in marketing technology. Your results won’t be consistent with that investment until the identity barrier is addressed. NOTE: Great time for a discussion around what the prospect is doing around identity
- Before we go too far, I think it’s helpful to give you a bit of information about who we are. Core belief - customer expectations are changing dramatically, and to stay relevant, companies need to change how they are building relationships with their customers. New expectations around: Relevancy – customers expect a personalized experience everywhere they go Convenience – customers expect easy and direct interaction across platforms Privacy – customers are more informed – trust and transparency is key It’s with that perspective that we built our Customer Identity Management Platform, which enables companies to meet the needs of modern consumers, and build better relationships by turning unknown users into known, loyal engaged customers.
- We break our platform broadly into three categories Connect – Register and identify customers across your brand’s sites and applications, and drive onsite engagement Collect - Consolidate, organize, and manage customer profile data Convert - Provide better experiences by integrating data into marketing and service applications
- As you can see, we work with industry leaders across almost every major vertical market 8 of the top 10 media companies, leading retail and ecommerce brands, and many others. almost 50% of the comscore Top 100 properties You’ve probably interacted with our technology, you just didn’t know it Working closely with over 700 leading brands over the past 8 years has given us a unique perspective on the value of customer identity.