Consumer-management-suite provider Gigya recently released a way for its clients to aggregate data from its products including Social Login, Registration-as-a-Service, Gamification, and Social Plugins and gain information about the identities and on-site behaviors of their user bases: Consumer Insights.
Gigya said its users can query its Identity Storage database to answer questions such as:
- What are the interests of customers who have made purchases of $120 or more?
- Which users on my site are the most influential and are college-educated?
- What music artists are most popular among millennials on my site?
Those data can then be imported into the more than 30 different email marketing, ad-serving, content recommendation, SMS marketing, and other marketing platforms integrated with Gigya through the Nexus Partner Ecosystem.
One of the biggest stumbling blocks in business today is that companies are attempting to take a data-driven approach to marketing, but they’re using the wrong data. Many analytics solutions focus on isolated page-level and event data, versus data around the people and behaviors actually driving performance.
While this view is extremely limiting, focusing on consumer identity makes data collection and analysis a much larger and more complex task as consumers interact with your brand across an increasingly widening breadth of mobile, social, and digital channels. Not to mention, marketers don’t just need to collect this variety of data — they need to be able to act on it.
Consumer Insights is the first tool of its kind to provide marketers with a clear measurement of social ROI (return on investment) by allowing them to track path to purchase and tie consumer identity directly to purchase behaviors, giving marketers insight into which types of users and actions result in direct revenue.
He added in a release announcing the rollout of Consumer Insights:
Marketers are tired of hearing companies preach about “Big Data” and the vague ways they should be using it. Consumer Insights finally puts massive amounts of modern consumer data — everything from users’ interests, to their Facebook likes, to the articles they’ve commented on — into one dashboard that actually shows marketers what they need to know about their users, complete with the integrations with the marketing platforms they already use.