In this blog series, we sit down with members of Gigya’s executive team to discuss how they run their facets of the organization, the future of consumer identity, and examples of impactful digital marketing. This interview is with Dave Scott, Gigya’s Chief Marketing Officer.
Dave oversees Gigya’s global marketing strategy. Previously, Dave served as CMO at ForeSee and CEO of Marketfish, and was a marketing executive at several leading companies including Intermec and PeopleSoft. Dave earned dual bachelor’s degrees in Computer Science and Political Philosophy from The College of William and Mary, and an MBA from the Wharton School at the University of Pennsylvania.
Throughout the course of your career, what’s the biggest shift you’ve noticed in marketing technology?
Marketing technology really emerged in the last 5-10 years. Before that, we did things manually. Marketing technology was revolutionary in that it created a tremendous amount of data we could react to as marketers. That shift in access to data revolutionized the marketing profession.
What do you consider to be the most important objective when building a successful marketing department?
Your objectives can change. What’s more important is to build your hypotheses and test against them. For instance, your objective for an ad campaign may be reaching a certain number of impressions, whereas your search engine marketing campaign would be focused on total number of clicks. The objectives are different, so knowing what you want to achieve and measuring it is half the battle.
As consumers become more and more conscious about their online presence, what do you recommend marketers do to ensure they don’t violate user privacy?
Consumers are savvy and their expectations are ever-changing. They are also becoming quite self-aware of their online activities. But as this happens, they are demanding more sophisticated experiences, and sophisticated experiences start with personalization. Consumers don’t mind if you use their information to drive these engaging experiences so long as their privacy isn’t violated or disrespected. Marketers have to treat their customers’ profiles with respect. If they do, consumers will be happy to provide their data.
How do you see the concept of digital identity changing in the next 5 years? What’s the “next big thing” in your opinion?
Over the next 5 years, digital identity will continue to evolve. Widespread authentication methods will expand beyond someone’s social profile to include biometrics like fingerprint and retina scans. I also foresee digital profiles containing a greater volume and variation of data. Especially with connected, wearable devices growing, they may even come to include things like real-time health and fitness information.
What’s the best example of personalization you’ve seen on the web or on mobile?
I think Delta does a great job on their mobile application. For instance, when you arrive in a connecting airport, it will give you walking information to your next flight or to the nearest airport lounge. It uses location and situation to deliver the right information at the right time.
Keep an eye out for additional interviews with more key technology executives in the near future.
– Reeyaz Hamirani, Corporate Communications Manager
By Tobias Meyer-Grunow