Omnichannel Master Class with TJ Chandler, Pragmatist

1INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Masterclass Series
TJ Chandler
Managing Director, APJ,
Gigya, now a part of SAP
#pragmatist

Mega trends driving the need to build trusted customer relationships
Transparency
& Control (GDPR)
Personalized
Omni-Channel
Experience
Consumer
Privacy
Trusted Customer
RelationshipCustomer
Data
Mega trends driving the need to build trusted customer relationships

What does Gigya do?

Customer Identity Management Platform
IDENTITY
Registration-as-a-Service
Social Login & Biometrics
Federation & Single Sign On
CONSENT
Preference & Consent Mgmt.
Self-Service Preference Center
ToS Opt-in Management
PROFILE
Identity Exchange (IDX)
Customer Insights
Governance

CASE STUDY: GOODLIFE HEALTH CLUBS

6
Using Gigya since 2014 to enable
universal profile access for all users and
“Registration-as-a-Service” (including
secure Social Login) across web and
mobile properties.
• New account registrations
• On-site check-in
• Class bookings
• Referrals
• And ongoing projects including
capturing personalization data sets
like workout goals, biometrics and
class preferences
Case Study: Goodlife Health Clubs

7
User Data – Available EVERYWHERE
Meet Joshua.
Joshua is a young professional straight
out of university who wants to stay fit and
has just moved from his home in
Singapore to his new job in Sydney.

8
Sample Data Sets - Demographics
Joshua Tan
Male
DOB: 22/5/1991
Single
Height: 187 cm
Weight: 76.2 kg
Interests: Trekking, Karaoke, Cricket, Nike
Location: Sydney
Workplace: Gigya

9
Sample Data Sets (cont’d) – Custom/Behavioral
Preferred Health Club Location: Fitness First, George Street
Worked with trainer: No
Last day attended: May 7th, 9:34a
Total workouts: 13
App user: No
Exercise goals: lose weight, build muscle
Target weight: 72 kg
Target zones: chest, biceps
Body fat %: 22

10
Sample Data Sets (cont’d) – Health-related
Pre-existing condition: Healed broken tibia
Blood-type: O+
Blood pressure: 110/70
Current squat: 45 kg
Current bench press: 29 kg
Current arm curl: 20 kg
Body fat %: 22

11
Sample Data Sets (con’t) - Consent
Cookie Policy = v1.4 (Valid) 08:25am, 31/01/018
ToS Policy = v1.2 (Expired) 08:35am, 31/01/2018
Personalization Policy = TRUE v1.0 08:35am, 31/01/2018
Anonymous Data Policy = TRUE v1.0 08:35am, 31/01/2018
Account Frozen = FALSE
Marketing Opt-Ins = Newsletter, SMS Alerts
Preferences: Discounts, Special Events
Privacy Policy = v1.0 (Valid) 08:35am, 31/01/2018

12
Goal Today: Connect Joshua to all of FLG
Membership
Email
marketing
Push
commun-
ication
Health club
check-in
system
Class
booking
engine

13
In-club Personalization
iBeacon technology and other area-sensing
solutions allow you to engage your users
based on known data directly with services
and equipment they are using.
Consider:
• Prompting instructional videos or workouts
specific to equipment used (Aopen)
• Class schedules being shown when
passing by a spin classroom
• Warnings for users with health issues
before engaging with specific workout
equipment

14
Partner Connections
Begin thinking about how customer data can
be shared from your organization with
partners and sponsors.
Example:
• Goodlife member visits a Woolworths
• Goodlife membership gives them access to
discounts at a juice bar as long as they
authenticate with that profile into a
Woolworths application
• Data passed = required account info
(name, email) and even some health
related information to personalize
recommendations

15
Health Services Connections
Gigya is HIPAA compliant (we can store
health-related information for users).
Consider making connections with hospitals
and physical rehabilitation centers (physical
therapists) to open up health club
memberships with trainers for patients looking
to engage in health-related workouts and
rehabilitation.

16
Wearables Data Augmentation
As data becomes available from more and
more sources, Gigya can make connections
between these data sources and link them
back to a core user profile.
Consider this use-case:
• Goodlife member begins tracking exercise
stats with Apple Watch II
• Apple Watch II communicates data back to
Gigya to augment the profile that can be
represented back to the member on
Goodlife
• This data can then be used to suggest
workouts, classes etc.

17
Connected
wearables
Goal Tomorrow: Connect Joshua to EVERYTHING
Membership
Email
marketing
Push
communication
Health club
check-in
system
Class
booking
engine
Partner
businesses
Local physicians
and physical
therapy centers
Connected
vehicles

Goodlife
Site(s)
Other
Site(s)
Mobile
Apps
In-Gym
Check-in
Referrals
Billing
Management
Campaign
Management
Content
Management
“FitCloud”
(incl. eCommerce)
“Gymsales”
(Prospecting)
“Clubware”
(Member Mgt)
$
Customer Identity Challenge: Data Integration Strategy

Goodlife
Site(s)
Other
Site(s)
Mobile
Apps
In-Gym
Check-in
Referrals
Billing
Management
Campaign
Management
Content
Management
“FitCloud”
(incl. eCommerce)
“Gymsales”
(Prospecting)
“Clubware”
(Member Mgt)
$
Customer Identity Data – Integration Strategy

Goodlife
Site(s)
Other
Site(s)
Mobile
Apps
In-Gym
Check-in
Referrals
Customer Identity &
Consent Management
Subscription Registration Consent Single Sign On
Billing
Management
Campaign
Management
Content
Management
“FitCloud”
(incl. eCommerce)
“Gymsales”
(Prospecting)
“Clubware”
(Member Mgt)
$
Customer Identity At The Center Of The Marketing Tech Stack

Branded
Site
Mobile
Apps
Point
Of Sale
Kiosks
Call
Center
Connect
Collect
Convert
Preference & Profile Management (PII)
Customer Identity & Consent Management
Subscription Registration Consent Single Sign OnAnonymous
Email
Marketing
DMP & Ad
Serving
Content
Management
Recommendation
& Personalization
Web
Analytics CRM
Profile Data
Customer Identity At The Center Of The Marketing Tech Stack

22STRICTLY CONFIDENTIAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
SAP Customer Profile:
Transform customer identity and data into Single Unified Record
System
Data
Registration
Data
Custom
Data
1st Party
Social /
Federation
Data
CRM ESP
§ Location
§ Time Stamps
§ Identity Source
§ First Name
§ Last Name
§ Email
§ Gender
§ Location
§ Likes, Interests
§ Relationship
§ Education
§ Traditional Registration
§ Progressive Profiling
§ Opt-ins
§ Consent
§ Preferences
§ Brand Marketing Preferences
§ Content Views
§ Video Views
§ Product Registration
§ Entitlements
§ Roles
§ Comments / Reviews / Shares
B2B Site | B2C Site
§ Centralize the storage and
indexing of all user data in
real time
§ Eliminate fragmented
identity data
SAP Hybris Profile

Do you have a perspective on GDPR?

Privacy Regulations are Everywhere!

LOVE Digitised Survey
TOP 4 REASONS CUSTOMERS BREAK UP WITH BRANDS
78%
Use information
without knowledge
73%
Unresponsive
customer service
49%
Spamming
unnecessarily
60%
Makes mistakes
more than twice

26STRICTLY CONFIDENTIAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
GDPR is about putting the customer in control of their data
Data Collected
VS.
Social DataConnections
Device
Data
Likes &
Interests
Registration
Data
Behavioral
Data
Location
Data
Profile Data
Individual Rights
The right to
restrict processing
The right to
rectification
The right to
object
The right of
access
Rights in relation to automated
decision making and profiling
The right to
be informed
The right to
data portability
The right to
erasure

CONSENT: MANAGING Consent

Omnichannel Master Class with TJ Chandler, Pragmatist

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