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Break Down Data Silos to Add Value Customers Will Appreciate

Posted by Ishan Kumar on 9/30/16 8:30 AM

Laurie McCabe is co-founder and partner with SMB Group, Inc., a technology industry research, analysis and consulting firm. She is widely known for her capabilities and insights in the small and medium business market in several areas, including cloud computing, mobile solutions, business solutions, social networking and collaboration, and managed services.

UnboundID: Are Internet of Things technologies (IoT) becoming a tool in the box for marketers yet?

McCabe: People get that IoT is a game-changer, but whether or not marketers see it as a tool is another question. I’m not sure they do yet. The potential is that through smart devices, marketers can learn a lot about customers and their preferences. For example, if your company makes a smart refrigerator and it partners with major grocery stores, it can help the consumer compare the prices of items between different stores and create shopping lists. So as the manufacturer, you can provide valuable content and information back to the consumer. It’s going to unleash a new way to think about marketing because now we can see data on how customers are using the products, not just what they are buying. From there, the vendor can think about how they can provide the value add that the consumer will appreciate.

I think the highest return potential on IoT will be for industrial use, in which IoT solutions help customers run their businesses more efficiently. These include, for instance, instrumentation to help farmers use resources more efficiently and improve crop yields. Or, a retailer might use “smart” store equipment, which captures data on air conditioning, lighting, locks and other systems, alerts retailers if there’s a problem and diagnoses the problem so service technicians know what parts to bring to fix the equipment.

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Topics: Customer Experience, Expert Interviews

Taking Digital Privacy to the Next Level

Posted by Bjorn Aannestad on 9/23/16 10:19 AM

Robin Wilton is technical outreach director for identity and privacy in the Internet Society's Internet Technology Office. He is a specialist in digital identity, IT security and public policy and is a member of the Kantara Initiative's Board of Trustees. Robin also worked as a research analyst on Gartner's Identity and Privacy Strategies team. 

UnboundID: Tell us about your work with the ISOC Technology Office?

Wilton: The Internet Society is a non-profit and our mission is to ensure that the benefits of the Internet reach everyone. Public sector and commercial organizations have well-established models for Internet business, but we want to make sure that individuals benefit from it in a balanced way compared with commercial and government users. Part of the work is advocacy and translating between technology groups and policy groups.

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Topics: Expert Interviews, Privacy and Preference Management

Why Consent Management Is Merging Into Identity Management

Posted by Dave Malcolm on 9/15/16 11:41 AM

Mark Lizar is executive director of the Open Consent Group, a London-based company that specializes in consent engineering and management. He is also founder of the Open Notice initiative, chair of the Consent & Information Sharing Work Group at the Kantara Initiative, chair of the Consent Work Group for Digital Catapult’s Personal Data & Trust Network and the creator of the Consent Receipt.

UnboundID: How did the consent management field begin and what does it entail?

Lizar: The concept goes back quite a while. It started up in the modern age and it’s usually done by large enterprises and governments. Now, we are seeing a massive shift as people can manage their own consent and have better experiences. Consent management is merging into identity management. But the difference is that consent management is people-enabled management of consent, not enterprise enabled. It allows people to approve and withdraw consent and then create personal experiences from that. Identity management has traditionally been more focused on data protection than granting individuals control.

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Topics: Expert Interviews, Privacy and Preference Management

Let Customer Insight Steer Digital Marketing Strategy

Posted by Michael Tarbet on 9/8/16 9:00 AM

Max Cron is the Creative Strategy Director at Online Optimism, a New Orleans-based digital marketing agency. His client work includes SEO and site optimization as well as social media.

UnboundID: Has technology changed everything for marketers, or are there still some “old school” tactics that resonate?

Cron: Today people sit and watch TV with their phones right next to them. Some brands will have a commercial that directs people to a social media page during that break, which can be really effective. At the same time, physical brands tend to overextend themselves on the Internet because they like the idea of digital marketing. A local supermarket doesn’t necessarily need to have a big push on social media. The newspaper ad is still valid for this industry. People still rip out coupons for the grocery store.

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Topics: Customer Experience, Expert Interviews

Data-Driven Customer Engagement Is a Mindset, Not a Toolset

Posted by Ishan Kumar on 9/1/16 9:16 AM

Jon Singleton is Co-Founder and Chief Technology Officer of DatumLabs. He has almost two decades of experience designing and implementing database solutions across multiple platforms, for Fortune 500 companies including Automotive, Healthcare, Pet Nutrition, Digital and Direct Marketing Agencies, Technology, Finance, Sports and Retail. 

UnboundID: Many companies are striving to gain a single view of the customer or close to it. What are the data management challenges behind this?

Singleton: It requires a master data management (MDM) process. Implementing MDM in an enterprise is really hard, which is why people don’t want to do it. The challenges stem from the systems they use to compliance needs and defined IT processes. It’s not just the data itself but dealing with the processes that protect the data and manage the data’s movement. When you deal with decision-makers to get budget, they often think about MDM as an out-of-the-box solution, but MDM is not just a toolset. It is a mindset and a combination of processes applied across the enterprise and different data stores to accomplish the MDM goals. Clients with the most success focus on what they want to accomplish, and how can they set things up from a data standpoint to accomplish that. Once they talk through those factors and determine what they want for ROI, selling internally becomes a lot easier.

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Topics: Big Data, Security Best Practices, Expert Interviews

From IoT to Blockchain, the Pace of Digital Evolution Is Accelerating

Posted by Dave Malcolm on 8/25/16 11:14 AM

Phil Windley is an Enterprise Architect in the Office of the CIO at Brigham Young University. He is also the co-founder and organizer of the Internet Identity Workshop (IIW), serves as an Adjunct Professor of Computer Science at BYU, writes the popular Technometria blog, and is the author of the books “The Live Web” (Course Technology, 2011) and “Digital Identity” (O'Reilly Media, 2005).

UnboundID: What were the hot areas of discussion at the latest IIW event?

Windley: Generally, it’s a mix of topics, those that have been part of IIW for a long time, like OAuth and multi-factor authentication. We also had a lot of discussions on block chain technology, the distributed decentralized ledger system for Bitcoin. The key idea of block chain is that it allows you to create an identity system that is not controlled by any single entity. Today, if I log into a website and I have the option of using Google or Facebook credentials to do that, it’s very convenient. It saves people a lot of headaches and also allows for some security wins because Google and Facebook put a lot of effort into building identity systems. Yet the identity is still controlled by those big companies. Not everyone likes that idea. They might be worried about privacy or maybe they don’t have an account at one of those sites and they don’t want to create one. Distributed ledger technology creates a system where everyone can join. It’s not controlled by a single entity, but rather by code written by a group of people. It completely decentralizes the identity management system.

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Topics: Internet of Things (IoT), Cloud Computing, Expert Interviews

Public and Private Collaboration Tackles Identity Management Challenges

Posted by Emeka Obianwu on 8/18/16 9:30 AM

Sarah Squire is a Senior Identity Solution Architect with Engage Identity, a Seattle-based consultancy focused on people-centered solutions for identity and access management. Her work includes advising the HEAlth Relationship Trust (HEART) Initiative at the OpenID Foundation and the User Managed Access (UMA) working group at the Kantara Initiative.

UnboundID: Describe the unique identity management challenges in healthcare and the current efforts to resolve them?

Squire: One of the projects I work on at the OpenID Foundation is the HEART working group. We are a consortium of public and private entities. One of the use cases that we are working on right now is what we call the clipboard problem. A patient being treated for an illness might be seeing dozens of different providers and each time they go in for an office visit they have to fill out new intake forms. It’s tedious, and it’s a problem that is easy to solve with technology. Doing so can make the whole system more efficient and safer. There are many people such as the elderly, those with low literacy levels, and those for whom English is a second language who have difficulty completing these forms. Those individuals in particular could hugely benefit from being able to just click a button to release information from one provider to another.

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Topics: Consumer Identity and Access Management, Expert Interviews

Luxury Brands Meticulously Protect Customer Data Privacy and Security

Posted by Michael Tarbet on 8/5/16 9:51 AM

Henry McIntosh is Director of Content Marketing at Twenty One Twelve, a digital marketing agency in the UK serving luxury brands. He is a regular contributor to Luxurious Magazine.

UnboundID: What are some top trends right now for luxury brands in digital marketing?

McIntosh: At the moment visual and video content are key to many strategies. Look at the Twitter, Facebook or website of many luxury brands and strong imagery and professional videos will play an important part of the experience. This predilection to the visual has also seen platforms like Snapchat and Instagram enjoy growing prominence. I feel that live video will become more of a factor in forthcoming years.

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Topics: Security Best Practices, Expert Interviews

Customer Data Boosts ROI for Digital Marketing

Posted by Bjorn Aannestad on 7/28/16 7:30 AM

Dave Chaffey is CEO and co-founder of digital marketing advice site Smart Insights. He has been recognized as one of 50 marketing ‘gurus’ worldwide who have shaped the future of marketing by the Chartered Institute of Marketing.

UnboundID: Social media channels continue to shift. Microsoft just bought LinkedIn, SnapChat is the fastest growing social media app. Twitter seems to be on the downside. How do you view the latest changes for marketers?

Chaffey: It’s important to keep a close eye on the changing fortunes of the main social networks since those that were most effective in the past won’t necessarily work now. Marketers need to change their focus and experiment with the new organic and paid options to influence their audiences. For example, Google has recently introduced Customer Match that allows you to show ads to your customers based on data about those customers that you share with Google. Instagram and Snapchat have also introduced new ad options within the last 12 months.

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Topics: Consumer Identity and Access Management, Multi-Channel Engagement, Expert Interviews

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