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Include a Unified Customer Profile In Your Growth Strategy

Posted by Dave Malcolm on 7/22/16 8:00 AM

Derric Haynie is a startup and growth marketer and founder of SplashOPM, a San Diego-based marketing agency.

UnboundID: What’s the role of customer identity management in marketing today?

Haynie: I am betting that new technologies over the next few years will allow better ways for marketers to manage and use customer data. I'm also envisioning a world where customers manage their own data and what they share with companies.For now, it's mostly a jumbled mess, with either too little or too much data, not enough analysis and insights, and not enough structured learning. Being a "data-driven" marketer is not an option; it should be implied.

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Topics: Customer Experience, Consumer Identity and Access Management, Expert Interviews

The Internet of Things Demands a New Identity Management Approach

Posted by Steve Shoaff on 7/20/16 9:30 AM

A study conducted by BI Intelligence predicts there will be 24 billion Internet of Things (IoT) devices by the year 2020. It’s a staggering growth rate that signals dramatic changes for the way we live, how brands connect with customers, and how businesses manage operations.

According to new research from Forrester, Identity and Access Management (IAM) is at the center of IoT’s evolution. IoT is about increasing software control of the physical world. That entails managing billions of connections between devices and humans. The result is the emergence of a new IAM discipline, IAM for IoT.

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Topics: Consumer Identity and Access Management, Internet of Things (IoT)

Liberate Customer Identity Data with Strong Security

Posted by Emeka Obianwu on 7/15/16 10:00 AM

Customer identity data can be your greatest asset. When your entire organization accesses and uses the data to engage with customers in one-to-one personalized interactions, make data-driven decisions, or provide relevant marketing offers, everyone wins. Customers have a better experience with your brand. Sales go up.

But there is a dark force holding businesses back from realizing this goal. Data breaches. The fear of theft and misuse prevents many organizations from using customer identity data to its full potential. Security concerns cause many data security teams and Identity and Access Management (IAM) pros to limit the flow of valuable information within the organization. What’s more, they often create cumbersome login and identity verification processes that result in bad user experiences for customers trying to access their accounts.

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Topics: Customer Experience, Security Best Practices

Why You'll Regret DIY Customer Identity Management

Posted by Keri LeBlanc on 7/14/16 9:00 AM

Digital business is rapidly changing identity management. In the past, organizations only had to focus on managing workforce identities. Today this scope has expanded to managing millions of customer identities in support of new mobile apps and digital services—and the requirements are entirely different. From extreme scale fluctuations (like holiday sales spikes) to complex data security and privacy policies, customer identity management demands more capabilities.

It can be tempting to opt for a homegrown solution when evaluating customer data management solutions. A do-it-yourself identity management solution built with a NoSQL database is attractive. These big data systems can be simple to deploy and they are often cheap, or even free. Developers, in particular, are drawn to them because NoSQL is schema-less, it’s easy to write apps in this environment, and these databases can be deployed in the cloud. Plus, they offer infinite scalability. What’s not to love?

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Topics: Big Data, Consumer Identity and Access Management, Videos

How Identity Management Ignites Marketing Relevancy

Posted by Caroline Castrillon on 7/8/16 8:30 AM

Chris Hood is a digital strategist and technology entrepreneur with over 20 years of experience in online entertainment and marketing for TV, film, music and video games. Previously, he worked as Director of Web Technologies and Digital Marketing at Fox Broadcasting. He currently teaches in the IT department for Southern New Hampshire University.

UnboundID: Companies are talking more and more about content marketing and video streaming as key marketing activities. What’s changed in these practices and what is getting harder or easier for marketers?

Hood: While these trends are not new, people are understanding them better. These tactics evolve around how we want to engage with consumers. The total amount of content available continues to grow and it started with the introduction of TV, and then cable, and then people moved to online TV with Netflix and Hulu and others.

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Topics: Consumer Identity and Access Management, Expert Interviews

Secrets to a Non-Disruptive Identity Management Solution Implementation

Posted by Michael Tarbet on 7/7/16 7:00 AM

The accelerating pace of digital business is spurring heightened demands for customer identity data. New apps, devices and channels need customer information to deliver innovative services and better customer experiences. And they need much more than user names and passwords. They require security controls, rich engagement history information, privacy policies and customer preference data.

Outdated workforce Identity and Access Management (IAM) solutions, typically implemented in the 1990s, weren’t built to manage and deliver customer identity data at the scale and complexity of today's digital business. Many companies are faced with updating and upgrading their identity management technology to keep up with modern demands. But business needs to keep moving; you can’t afford a lapse in identity services while you get your new solution up and running.

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Topics: Legacy IAM Modernization, Videos

Fast Time to Market: Meeting Demand for Identity Data

Posted by Ishan Kumar on 7/1/16 11:29 AM

From mobile apps to the Internet of Things, digital business trends are reshaping customer identities in significant ways. Identities are no longer only usernames and passwords. They now encompass information collected from and about experiences, such as purchase histories, geo-location information, browsing patterns and a myriad of other data points. In addition to this experience data, customer identities also consist of security profiles. 

As the definition of identities expands and grows more complex, IT teams are under increasing pressure to rapidly provide identity data to more apps and services. You no longer have months to plan your data model and go through test cycles. You have to iterate quickly, but you still need to protect the data from breaches or misuse. 

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Topics: Consumer Identity and Access Management, Identity API's, Videos

Managing Customer Identities Across Channels Is Critical

Posted by Keri LeBlanc on 6/30/16 11:15 AM

Nicholas Einstein is VP of Research at The Relevancy Group (TRG), which provides market research and advisory services in the field of digital marketing. TRG specializes in email marketing, social marketing and identity management. Einstein was formerly VP of Professional Services at Extole, a Social Marketing platform and most recently he served as VP President of Customer Success at SocialChorus, an advocate marketing platform.

UnboundID: Email marketing is one of the oldest forms of digital marketing. Is it still a smart strategy for consumer brands?

Einstein: Yes, it is still critical and getting more so. In a recent survey by TRG, marketing executives named email as a single most effective channel for driving revenue. Enterprise brands are allocating more resources to email these days. For some time now, email has been the digital channel with the highest ROI, outranking search, display and social. We see a lot of brands switching vendors and investing several millions of dollars a year in upgrades.

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Topics: Multi-Channel Engagement, Expert Interviews

Your Firewall Is Not Enough

Posted by Bjorn Aannestad on 6/24/16 9:00 AM

A question that comes up frequently in regards to customer data, particularly Personally Identifiable Information (PII), is whether or not data should be encrypted when there is a strong firewall in place. The answer in nearly all cases is “yes.” End-to-end data encryption, when it is in the data store, when it is in transit and when it arrives at its end-use point, provides protection from insider attacks. What’s more, it offers a second defense layer. If someone does get through the firewall, the data is still protected.

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Topics: Security Best Practices, Videos

Modernized Identity Management Improves Business Performance

Posted by Steve Tout, Guest Contributor on 6/23/16 9:00 AM

Steve is Founder and CEO of Forte Advisory, an information and consulting company helping transform business by building trust, reducing operational risk and improving user experiences. Follow Steve on Twitter @stevetout

Cloud computing is one of the biggest disruptive forces to the enterprise since smartphones and virtualization. Many business critical applications have been outsourced to cloud service providers, going beyond IT’s control and creating challenges with access controls, data governance, user provisioning and compliance while putting an organization’s sensitive data at risk. In order to address these risks and to enable the business at the same time, IAM has had to adapt with solutions that achieve far greater efficiency, scale, automation and security than before.

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Topics: Data Management, Legacy IAM Modernization