Navigating the New Identity Ecosystem

3 Hurdles Facing Modern IT Professionals

The Big Data Problem

The growing volume of big data and mobile, social
and digital channels is causing customer identity
data to become increasingly unmanageable, with IT
stuck picking up the slack where yesterdays user
management solutions fall short. Fragmented
customer identities and attributes scattered across
domains and devices compound security risks and
stunt business agility, leaving systems
administrators to clean up compliance breaches
and siloed data stores.

This guide takes an in-depth look at 3 of the main

hurdles facing IT today and the solutions that can
be used to better navigate this new identity
ecosystem.

3 Steps to Navigating the New

Identity Ecosystem
1. Complying with Privacy Regulations

Modern businesses need a more eective, ecient

2. Centralizing Data Management

and automated solution to solve todays identity and

access management (IAM) problems and remove

3. Mobilizing Identity Data

service maintenance and reliability burdens from

ITs shoulders.

96% of businesses admit that they are

not managing data effectively.
KPMG - http://www.prnewswire.com/news-releases/kpmg-capital-study-reveals-96-percentof-businesses-say-they-are-not-managing-data-eectively-240759191.html

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Complying with Privacy Regulations

Facebooks Like button is pressed 2.7 billion times each day, and Twitter processes up to 143,000 tweets per second
(Business Insider). With social networks projected to surpass 2 billion users by 2016 (Business Insider), unstructured data
will only continue to grow and become increasingly important to businesses trying to more eectively understand and
reach consumers.
Beyond the diculty of managing
the technology and infrastructure to
capture, store and process this
volume of social data lies the
ongoing task of maintaining social
user records and data privacy
compliance. User records must be
updated on a perpetual basis as
millions of consumers login to social
networks to share content, update
prole information and edit privacy
preferences each day. A single social
network API or privacy policy change
can mean hours of complex queries,
time-consuming data cleansing and
involved infrastructure updates.

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Complying with
Privacy Regulations
SOLUTION:
Gigyas SaaS platform provides a single
channel between your domain and social
APIs to automate social data management
across a variety of social networks. As
consumers modify their social prole
information, Social Sync synchronizes
associated user records in real-time. Identity
Compliance auto-deletes non-basic account
information when application permissions
are revoked.
This level of automation saves valuable IT
resources, with 56% of IT executives
reporting more than 50% time savings by
using Gigya technology to manage social
updates and database infrastructure,
compared to maintaining it on their own.

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Centralizing Data Management

While social data is becoming a growing wealth of customer intelligence, it is merely one piece of the customer identity
puzzle. Social data drives real value and performance when placed in the context of additional behavioral data and
business intelligence. However, businesses today are still struggling with identity data management (IDM) and the
challenge of unifying siloed, unsynchronized user stores into a single record of truth. Manual data aggregation remains
a fact of life for 81% of the workforce (Kapow Software), with IT bearing the brunt of the work to consolidate and
centralize customer identity data.

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Centralizing Data
Management
SOLUTION:
Gigyas cloud-hosted Prole Management not
only stores social data, but is designed to hold
and consolidate social, transactional and
behavioral data. Prole Management provides
businesses with a solution for associating
consumer identity with on-site behavior,
serving as a centralized data hub and
providing the complete framework for
customer identity management.
REST architecture makes Gigya's platform
easily congurable and multi-scalable with
web, mobile and desktop applications. The
dynamic-schema design of Prole
Management is fully indexed for simplied

Businesses cite the inability to automate

structured and unstructured data quickly
and effectively among their biggest
challenges, with 60% noting that big data
projects typically take at least 18 months
to complete.

queries, and oers exible export/import

capabilities to and from existing systems,
without the hassle of pre-conguring database

KAPOW SOFTWARE - http://kapowsoftware.com/company/news/press-releases/IDGRESEARCH-SURVEY-EXPOSES-PENT-UP-DEMAND-FOR-CONSUMABLE-BIG-DATA-TO-MAKE-ITRAPIDLY-ACTIONABLE

elds.
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Mobilizing Identity Data

As businesses face increasing pressure to become data-driven, decision makers across the organization place a
growing burden on IT to turn this identity data into actionable customer insights. Days are often spent working
overtime to crunch numbers and create reports for marketing, sales and C-Suite execs to quickly digest, many of
which are outdated well before completion.
Enabling the use of rst-party customer data and intelligence in existing marketing campaigns and business
initiatives is another issue, with technology leaders forced to query individual data silos and manually port
aggregated intelligence into third-party platforms. In fact, 42% of executives cite integrating data technology into
existing systems as one of their greatest challenges (KPMG).

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Mobilizing Identity
Data
SOLUTION:
Gigyas web-based Customer Insights
dashboard oers an actionable view of end-user
data housed in Prole Management, providing
non-technical decision makers with the insights
necessary to extract and harness the economic
value of customer identity. Run complex queries
based on any number of attributes to build
targetable audience segments with no code
required, and save and export both out-of-thebox and custom reports.
The IDX program consists of over 50
integrations between Gigya's service and 3rd
party marketing databases and automation
tools, as well as on-premise data stores. Both inhouse and partner-supported ETL capabilities
allow automatic, bi-directional synchronization
across systems, both via SFTP-based and APIbased integrations.
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Key Takeaway
The new identity ecosystem demands a modern suite of solutions that empowers IT to
fully harness and take control of consumer data. By reducing the service and
maintenance burdens associated with social and identity data, IT leaders can spend
more time focusing on impactful and strategic analysis and developments.

About Gigya
Gigya helps clients build better customer relationships by turning unknown visitors into
known, loyal and engaged customers. With Gigyas technology, businesses increase
registrations and identify customers across devices, consolidate data into rich customer
proles, and provide better products and experiences through integrations with
leading marketing and service applications. More than 700 of the worlds leading
brands rely on Gigya to build identity-driven relationships and to provide scalable,
secure Customer Identity Management.