Finding the Balance Between Real-Time Marketing and Privacy

Posted by Bjorn Aannestad on 4/22/16 8:30 AM

Ross Shanken is Founder and CEO of LeadiD, a consumer journey insight platform that provides marketers with the highest-resolution view of the consumer buying journey. The technology platform witnesses both first- and third-party consumer interactions and enables marketers to shorten the distance between data and decision making. 

UnboundID: How important is real-time marketing from the eyes of the consumer?

Shanken: From the consumer’s perspective, you might get a different answer than the marketer because the typical consumer may not understand what’s happening behind the scenes. As long as it is used in valuable ways, then the more real-time data you can collect, the better the interaction can be for the consumer. For instance, with ad targeting, if an advertiser is able to display more relevant ads to you in the moment, that’s more meaningful than if you see them for the first time a day or a week later. Conversely, if an advertiser shows irrelevant ads, the timing doesn’t matter at all. Simply put, consumers won’t like them and won’t interact with them. In addition, the value of real-time marketing doesn’t stop after the consumer converts. From upsells to retention strategies, there are still many ways that companies can learn about their consumers and many ways they can put that data to good use.

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Topics: Consumer Identity and Access Management, Expert Interviews

CIOs Join CEOs, CMOs in Driving Brand Success

Posted by Emeka Obianwu on 4/21/16 9:42 AM

Digital innovation is advancing to the front in the battle for new and returning customers, and everyone is looking to the CIO. Not too long ago, technology was the behind-the-scenes engine that supported business processes. Today, technology must serve as the foundation of a business while also externally leading the brand.

More businesses see CIOs as strategic hires who have a direct impact on brand perception and success. One example is J.Crew’s recent hire of CIO Michelle Garvey. Part of Garvey’s well-publicized charter is to revitalize the brand, responsibility that was once reserved only for CEOs or CMOs.

Today, organizations are recognizing that brand momentum depends on an innovative technology vision focused on meeting customers where they spend most of their time, in the digital world. Organizations succeed when they can up the ante on digital experiences and provide new services, convenience and business models across multiple technology channels.

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Topics: General, Consumer Identity and Access Management

Data Security Depends On Business, Employee and Customer Vigilance

Posted by Dave Malcolm on 4/15/16 10:37 AM

Michael Fimin is CEO and Co-founder of Netwrix Corporation, developer of IT infrastructure visibility solutions for midsize to large enterprises. Fimin brings more than a decade of IT industry experience, including at Aelita Software (later acquired by Quest Software), where he drove the company's top-selling security and compliance product.

UnboundID: Trump’s hotel chain is one of the latest large corporations undergoing investigation for a data breach. Are retail and hospitality business practices changing to adapt to these ongoing threats?

Fimin: I would say that online retailers are probably the most secure today. Retailers are trying to take more steps to protect customer data, and of course PCI compliance is huge for them. If they screw that up they can lose their ability to take cards. So, most retailers are using many tactics: traditional tools like firewalls and antivirus but also the whole gamut of monitoring systems, database encryption, and new security solutions based on user activity analytics and machine learning.

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Topics: Security Best Practices, Expert Interviews

Do You Have What It Takes to Become an Identity Provider?

Posted by Derick Townsend on 4/14/16 12:23 PM

While we typically think of major players in the social media world serving as identity providers (IDPs), such as Facebook and LinkedIn, companies in other industries are recognizing the opportunity. A growing number of businesses see the strategic value their customer identity data brings to their digital business initiatives. Organizations are realizing that one of the many ways they can leverage this data is by becoming an IDP.

Yet, becoming an IDP is not for everyone. There are some essential elements that must be in place to make monetizing identity data a successful revenue model.

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Topics: Consumer Identity and Access Management, Videos

Explosive IoT Growth Expands Scope of Identity Management

Posted by Derick Townsend on 4/8/16 9:30 AM

More and more, Identity and Access Management (IAM) professionals are being pulled into projects that go beyond their traditional purview of workforce identity management. Their scope of influence and responsibility is expanding into customer-facing strategic business initiatives as new technologies transform the edge of the enterprise. In addition to Customer Identity Management projects that support digital consumer engagement, a major trend demanding increased IAM involvement is the Internet of Things (IoT).

To say that IoT is growing fast is an understatement. Gartner says that the number of IoT devices has increased by as much as 30 percent since last year, and their 2016 prediction that stated 5.5 million new things will be connected to the Internet each day is now reality.

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Topics: Internet of Things (IoT), Videos

As Mobile Dominates, Identity Management Faces New Demands

Posted by Caroline Castrillon on 4/7/16 9:30 AM

The recently published results of the Demandware Shopping Index report proves that more customers are interacting with businesses through their mobile devices. While the shift to mobile has been happening for some time, businesses saw a dramatic 37 percent increase in mobile phone orders in 2015. 

Increasingly, customers encounter a brand for the first time via their mobile phone instead of in-person or on websites. The trend is driving significant change in how businesses engage with customers. It is placing intense pressure on brands to launch new mobile apps, or upgrade existing ones, to deliver personalized, in-the-moment shopping experiences that today’s customers expect as the norm.

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Topics: Mobile Apps, Identity API's

Best Practices for Transitioning to a New Identity Management Solution

Posted by Michael Tarbet on 4/1/16 9:30 AM

Digital business is placing unprecedented demand on identity services. Customer and workforce profile data is needed to drive most aspects of mobile, Web and Internet of Things (IoT) engagement and productivity. Yet, legacy identity and access management (IAM) systems and directory servers, most of which were built using technology from the 1990s, weren’t designed to handle these modern use cases.

The requirements for today’s identity and access management solutions are vastly different. In the past, IAM systems managed employee data and governed access to internal systems within well-defined firewalls. Today, IAM solutions must manage customer identity data collection, use and sharing in addition to workforce system access. Customer identity management is intricately tied to strategic business initiatives, and it necessitates an entirely different set of capabilities: 

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Topics: Customer Experience, Legacy IAM Modernization

Are Data Privacy and Customer Engagement Mutually Exclusive?

Posted by Steve Shoaff on 3/31/16 11:02 AM

Data privacy is a heated topic with far-reaching implications for IT and business professionals. Governing organizations are introducing significant new regulations such as the recent General Data Protection Regulation (GDPR) and Privacy Shield. Existing legislation is also changing, as we saw with the revocation of Safe Harbor.

These rulings vary widely from region to region, and they encompass data management aspects that go far beyond organizational data collection and use to capturing customer consent. What’s more, capturing consent is not just limited to a one-time event when a new customer creates a profile or account. Consent must be confirmed and refreshed as customers travel across regions with different laws and even as users change devices. 

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Topics: Data Management, Privacy and Preference Management

Tackling Data Privacy Challenges with Identity Management

Posted by Bjorn Aannestad on 3/25/16 9:30 AM

Concerns over data privacy are growing as consumers share more data across more subsections of their lives. Studies have shown that customers don’t mind sharing their data in exchange for value in the form of discounts or information; but they expect brands to ask their permission and to protect their privacy. As Spotify discovered last year when it sparked customer outrage over changes to its privacy policy, people are paying close attention to how brands manage their valuable information. It’s becoming a defining criterion for brand loyalty.

In addition to elevated privacy demands from customers, businesses are grappling with evolving regulations. An increase in privacy data legislation is only one factor contributing to the complexity of meeting compliance requirements. Another aspect of the regulatory landscape posing challenges for IT, security and privacy professionals is that policies are in a state of flux. The recent revocation of Safe Harbor is just one example of the profound disruptive effects that changing legislation can have on organizations. Plus, the wide range of different regulations in play for each geographic region presents additional issues for any business with a global customer base.

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Topics: Consumer Identity and Access Management, Privacy and Preference Management

Machine Intelligence and the Customer Experience

Posted by Keri LeBlanc on 3/23/16 9:30 AM

David Raab is a consultant specializing in marketing technology and analysis for clients in financial services, retail, communications and other industries. His current work is focused on designing marketing architectures and selecting marketing tools. Raab has written hundreds of articles for DM Review, DM News and other industry publications. He blogs regularly here.

UnboundID: Recently you wrote about the shift from transactional to relationship buying in the consumer economy. How is this playing out today in marketing, sales strategies?

Raab: Think of the Nest thermostat. We don’t often think much of thermostats. We never had a relationship with the company that makes thermostats before. But now you get this thing and you train it and it communicates with you. It knows more about you than you might imagine. The consumer must think more carefully about whom they are entrusting all that data with and consider, what if the thermostat maker is sharing data with some I don’t want to have it. So, trust is key here, in that you aren’t sharing data on your customers without asking first. Transparency is also really important. It doesn’t mean you have a document that is 20 pages long and no one reads. It means you have a simple document that explains what you are doing. People should be able to choose to some degree how you use their data, through opt in and opt out capabilities. Finally, trust is a matter of branding. Trust in the company is more important to me than whatever technology the company is using.

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Topics: Customer Experience, Expert Interviews

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