cro pros - customer idendity and access management via social login
TRANSCRIPT
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CUSTOMER IDENTITY & ACCESS MANAGEMENT [CIAM]ERIN BENNETT + RICHARD PROPST
SOCIAL LOGIN:WHAT HIDES BEHINDTHE FB BUTTON
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• Why using Social Login• What is CIAM? • How to make use of the data• SBS case study• Security & Privacy [Australian Privacy laws] • Why CIAM should be on your roadmap
What you will learn
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TRUE OR FALSE:
“Social Login is a way for companies to get way too much personal data about me (that I did not allow) so they can sell it to the highest bidder… and who knows what they will use it for!?!”
What is Social Login?
Sign in using your account with
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TRUE OR FALSE:
“Social Login is a way for companies to get way too much personal data about me (that I did not allow) so they can sell it to the highest bidder… and who knows what they will use it for!?!”
What is Social Login?
Sign in using your account with
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What is Social Login?
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What is Social Login?
Secure, permission based!
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People prefer Social Login
Your Site
Your Site
of people prefer social login to traditional
77%
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Improve registration conversion with social login
Social login improves
registration rates by 50%
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Access rich social profile data with permission
Reinforce trust by branding
permission screen Request desired customer data
and permissions
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Pre-fill registration forms
Ask for additional data as needed
Pre-populate registration form with social profile
data
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Engagement & Registration Results
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Customer Identity & Access Management?
TRUE OR FALSE:
"Forrester has created a new practice specifically around Customer Identity & Access Management, with yet another new acronym to remember…CIAM (Sigh-am).”
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Customer Identity & Access Management?
TRUE OR FALSE:
"Forrester has created a new practice specifically around Customer Identity & Access Management, with yet another new acronym to remember…CIAM (Sigh-am).”
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Customer Identity & Access Management
DRIVERS:
1. Single view of the customer
2. Unified Customer Experience
3. Conversion rate
4. Security
5. Privacy
6. Customer enablement as part of the digital business transformation
7. Relationship with the customer
Unified, Omni-Channel Customer Experience
Single Sign-On to Multiple Web Properties
LaptopMobile Devices
Gaming Console
Consumer Products
Website
WebsiteWebsite
Website
Website
Apps
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The Opportunity
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Consumers expect relevant brand experiences
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Consumers expect relevant brand experiences
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Single Customer Identity
Don’t forget yourcustomers from one
engagement to the next
Treat your customers like individuals everywhere
you interact
Mobile integration,not isolation
Across Device | Platform | Brand
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What makes registration technology so critical?
Understanding your customers is key
Customer data is collected from multiple
inputs and sources
Data quality is the foundation of
successful programs
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Registration systems have many user interfaces
Rich customerprofile pages
Customizable registration and data collection
forms
Built-in CAPTCHA for spam
prevention
Mobile web optimization and SDKs for mobile
apps
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Store profile data in a flexible database
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Store traditional and social profile data in a flexible database
Ann Smith“I’m an outdoor junkie and mother of two.
Love to run!”VP of Digital at Bridgesuite TechLives in Portland, ORMarried to Roger Smith
Email [email protected]
Address 342 SW 3rd Ave
Portland, OR 97214
Phone 503-555-4514
Hiking Yoga
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Import legacy and third-party user data
LegacyData
DemographicsPsychographicsBehavioral
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Segment by demographics & interests
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Integrate with Marketing Technologies
Email Marketing
Personalization
eCommerce
Targeting
CMS
CRMOther
DemographicsPsychographicsBehavioral
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Unifying data silos to create 360 view
Utilize APIs and pre-built connectors
Eliminate data silos and custom development
Execute more effective integrated marketing
programs
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• Centrally collect, store and manage
• Retrieve a fresh set of data
• Segment users to enable personalized marketing
• Turn data into action…
How is Customer Profile Data Used?
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Creating a connected customer experience across devices and channels.
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SBS Case Study
Per SBS:
1. Achieve unified customer view across the platforms. As a broadcaster, do a lot of work in the digital marketing space with a myriad of programs
2. Need a way to communicate back to customers in a personalized way3. Ease of access for customers login/engagement...quicker and easier for
users to create login for the network 4. Take action based on social data, such as custom content5. Across multiple devices and touch-points…
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DemographicsPsychographicsBehavioral Profile
CUSTOMER INSIGHTS
The Approach
CRM
EMSLoyalty
DMP
Engagement
Web Analytics
Mobile
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MasterCard
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MasterCard
Strategic objective: Build first-party relationship with consumersCampaign: Expand iconic “Priceless” advertising with new “Priceless Cities” destinationGoal: Provide unique experiences, personalized for you, from MasterCardImpact: Expanding to 65 cities worldwide in 2015
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v
MasterCard Experience
Social Login orRegistration
Offers
JanrainUnified Identity
Location Based
“Would you like to see offers in Portland?”
“Happy Birthday! Treat yourself to a great Mexican meal.”
Location Preference Based
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Why CIAM should be on your roadmap
…..because all the cool kids are doing it?
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Why CIAM should be on your roadmap
…..because all the cool kids are doing it?
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Why CIAM should be on your roadmap
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Why CIAM should be on your roadmap
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Buy vs build…and maintain
1. Implement Social login2. Save the data somewhere3. Create the user journeys4. Implement federation5. Design to be accessible across touch-points6. Secure it!
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Security and Privacy
Secure• Data secured at rest and in motion• Access keys only provide the right access to the right data• System availability ensured through fault tolerance
Private• Solution meets privacy standards such as COPPA• More info Australian Security and Privacy Laws: https://
www.oaic.gov.au/individuals/privacy-fact-sheets/general/privacy-fact-sheet-17-australian-privacy-principles
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Janrain Customer Identity Management Platform