Posts Tagged: Twitter

The Landscape of Customer Identity: Facebook Dominates, Payment Providers on the Rise

Posted On: Filed Under: Infographics

In the second quarter of 2015 (April – June), Facebook continued its steady climb as the third-party identity provider (IdP) of choice for consumers, now controlling two-thirds of all social logins, an all-time high. Much like Q1 2015, Google+ is the only other IdP that maintains a market share of social logins greater than 10%. Yahoo has dipped below 5% of logins for the first time.

While Facebook’s overall market share increased, the world’s largest social network’s grip on eCommerce sites fell by 2% in Q2 2015 as payment providers Amazon and PayPal continue to gain steam as third-party identity providers. Consumers appear to be taking advantage of being able to log in and pay for items on websites using the same identity for one seamless interaction. Amazon and PayPal now combine to make up 10% of all social logins on eCommerce properties.

Take a look at the infographic below to see how consumers leveraged their existing social media credentials to authenticate their identities across the web and mobile devices in Q2 2015.

– Reeyaz Hamirani, Corporate Communications Manager


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Why Millennials Demand Social Login

Posted On: Filed Under: Customer Data, Customer Experience, Personalization

Marketers: millennials are the future (and the present). Not only will these young individuals soon be the ones comprising the majority of the workforce, running companies and managing the world, but they also currently wield roughly $1.3 trillion in annual buying power already (BCG). Additionally, the U.S. Bureau of Labor Statistics estimates that 50% of the American workforce will be millennials by 2020 (Lemonstand).

Clearly, this demographic will have even more spending power by the end of the decade on top of their already significant purchasing power today. Therefore, it is vital for marketers to understand who millennials are and what can be done to better market to them. Looking at some traits of millennials, marketers can see that one way of appealing to this young audience is by integrating social login options, i.e. allowing consumers to authenticate their identities on websites and mobile applications using their existing social network credentials. Let’s look at 3 reasons why social login is essential to attracting the millennial consumer:

They Are Social Media & Mobile Connoisseurs


Millennials are comprised of young adults ranging from soon-to-be college grads to early thirty-something year olds, and they have been active social media users since the dawn of MySpace. In fact, 87% of online adults between the ages of 18 to 29 in the US use Facebook, 53% use Instagram, 37% use Twitter and 34% are on Pinterest (Pew Research Center). Furthermore, more than 85% of millennials in the US own smartphones (Nielsen) and touch these smartphones more than 45 times a day (SDL). Evidently, these folks are mobile addicts and accustomed to the real-time, “right here, right now” nature of social media. What do these stats mean for companies trying to attract these consumers?

According to a recent study, roughly 64% of respondents between the ages of 18 and 34 claim to use social login because they dislike spending the time to fill out registration forms (Gigya). Social login not only saves consumers’ time, but it also spares them from having to remember yet another username and password combination. Per the same survey and the same age criteria, nearly 45% of respondents said they use social login to avoid having to remember another username and password (Gigya).

What’s more, enabling social login makes it significantly easier for potential customers trying to register on a company’s website while using mobile devices, a common occurrence for the average millennial as they spend so much time on their phones. A push of a button is quick and easy while typing out multiple fields on a touch screen gets annoying very quickly.

They Like Shopping Online

Another characteristic of millennials worth noting is their collective tendency to shop online. 40% of male millennials and 33% of female millennials say that they’d love to buy everything online if they could, and almost half of all millennials spend more than an hour looking at retail sites daily (Lemonstand). Knowing that millennials enjoy shopping online, and spend a lot of time doing so, eCommerce sites should expect a lot of young consumers filling out online purchasing forms. But did you know that 60% of US and 64% of UK consumers have admitted to abandoning a purchase on a website or app because it required them to fill out a registration form (Gigya)?

With social login, instead of having to manually input their info into a purchasing form they have seen a million times, millennials can click a single button and have all their purchasing and shipping information seamlessly and securely transferred from their PayPal and/or Amazon accounts — or any other site that stores purchasing information. Again, this use of social login speeds up the registration/checkout process, eases mobile registration and eliminates the need to remember another new username and password.

They Prefer Personalization

For any brand trying to improve its appeal to the young consumer, it is important to provide personalized user experiences and relevant, targeted marketing. For instance, media publishing sites need to effectively personalize content recommendations, while travel sites must personalize itineraries and destination highlights. eCommerce sites should prioritize relevant product recommendations as well since 80% of consumers like when retailers’ emails contain recommended products based on previous purchases (InternetRetailer), and 45% of online shoppers are more likely to shop on a site that offers personalized recommendations (Invesp).

First-party data, which is information provided directly by customers, is the key to providing this level of personalization. Marketers can gain access to this rich data quickly and easily with social login as users grant brands permission to pre-existing data stored within their existing social identities. This valuable data can then be utilized to create accurate user profiles, which is the key to building modern-day marketing strategies. For example, when users log in socially to, the brand collects users’ locations with permission, and then leverages this information to send subscribers targeted email communications to rally support for the business’s major global event in November.

Live Earth

Case in Point

Gigya’s 2015 State of Consumer Privacy & Personalization report illustrates how young consumers use social login features for the convenience it provides. The survey shows that 94% of 18-24 year olds and 95% of 25-34 year olds have logged into a website or mobile application using an existing digital identity from a social network such as Facebook, Twitter or Google+. Overall, there was an 11% increase since our 2014 survey and a 35% boost since our 2012 survey in US consumers, regardless of age, who had used social login to access a mobile app or website.


As millennials take over the consumer population, social login usage continues to increase. Imagine what the climate will be like in another five to ten years when millennials comprise the majority of the work force and the nation’s spending power — social login will be an absolute necessity to ensure high registration conversions.

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How Brands Are Boosting Ad Revenue With Identity Data

Posted On: Filed Under: Customer Identity, Data Integration, Identity Data

The process of securing ad sponsorships and converting consumers is not what it used to be. Gone are the days when brands would rely solely on publicly available demographic data like age, gender, and estimated household income in an attempt to bucket consumers into simple – yet at the time sufficient – personas like “moms” and “teens.”


As Internet usage grew, brands were offered a much more immediate and individualistic view of consumers, ushering in a new advertising model that traded in stereotypical blanket personas for targeting using cookies and third-party data purchased from data brokers, without clear permission from consumers. Once a useful, yet underhanded strategy, the surge of mobile devices, cookie-blocking web browsers, and social media networks means that third-party data no longer paints accurate portraits of consumers.

With modern consumers connecting with friends, sharing opinions, and making purchases across websites, social networks, and mobile apps, people’s real identities have become seamlessly intertwined with their virtual lives. Trillions of consumer data points are created about relationships, interests, locations, and favorite products (Business Insider). This level of available data hardly calls for the need to sneakily track arbitrary behaviors across the web.

As consumers, we are no longer willing to weed through irrelevant marketing messaging and ignore poor user experiences — we demand relevance. In fact, according to a recent Gigya survey, after receiving irrelevant information from a brand, 43% of respondents ignored all future communications, and 20% of respondents stopped buying products from the company altogether. For brands and advertisers, the key to creating relevance in today’s Big Data landscape is harnessing the power of customer identity data.


By appropriately encouraging users to self-identify across websites and mobile apps, using either traditional registration or social authentication, brands can gain valuable, first-party insights about consumers and create direct relationships with their customers. This rich, permission-based identity data can then be used to build accurate profiles, and develop advertising strategies that are relevant, lucrative, and respectful of consumer privacy.

Let’s take a look at two brands that have gained a much clearer understanding of their customers, and are using identity-driven insights to maximize advertising performance and revenue.

The Canadian Olympic Committee

To drum up awareness and engagement for the XXII Winter Olympic Games and beyond, the Canadian Olympic Committee realized that it needed to adopt an identity-driven marketing approach to reach consumers with relevance and drive acquisition while maintaining cost-efficiencies.

To get an accurate view of Olympic fans, the Canadian Olympic Committee allows users to verify their identities via social authentication. By logging in socially to the Winter Olympic Games community platform and the Canadian Olympic Team site, fans provide permission-based access to specific demographic and psychographic information housed within their social profiles.

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After analyzing fans’ permission-based data, the Canadian Olympic Committee discovered that users logging in via Facebook to the Winter Olympic Games community platform shared similar demographic profiles, as well as interests in Canadian hockey teams, TV shows like The Big Bang Theory, and certain gaming apps. These types of insights were used to build custom and lookalike audience segments to reach users with similar profiles who are most likely to convert across Facebook and Twitter via promoted campaigns.

Leveraging these insights, the Canadian Olympic Committee was able to simultaneously boost user registrations from Facebook promotions by 106%, while decreasing CPCs by 51% during the Winter Olympic Games. In the future, the Canadian Olympic Committee could also leverage this identity data to increase ad revenue by more accurately targeting Olympic sponsor placements based on specific consumer interests, actions, and behaviors.


To combat growing competition from media streaming providers, Medialaan sought to add value for its advertising sponsors and increase rate cards on its premier network site,

Medialaan decided to gate long-form video content behind a registration wall. Viewers have the option to identify themselves using a traditional username and password or their existing Facebook accounts. The captured identity data, as well as behavioral data created as registered viewers take on-site actions across devices, is consolidated and directly exported into Medialaan’s existing marketing applications for use across channels and campaigns.

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With a comprehensive understanding of viewers’ identities, Medialaan is able to provide sponsors with detailed insights into its user base to more accurately reach and convert desired segments. This level of audience intelligence is expected to result in a 15% revenue increase across Medialaan’s web properties.

In addition, giving users an easy way to identify themselves and consume content across devices has significantly improved acquisition and retention, with 200% more registrations than expected and 30% of daily site visitors logging in.

The days of employing the “spray and pray” method of marketing and advertising are far behind us — and that’s a good thing, for both consumers and businesses. With the technologies and strategies available to marketers and advertisers today, understanding audiences based on identity data and reaching consumers with relevance across platforms while respecting their privacy has never been more possible.

3d man, crowd and magnifying glass

The Canadian Olympic Committee and Medialaan are just two examples of innovative brands using first-party, permission-based identity data to amplify their advertising initiatives. To learn more about how businesses can drive ad revenue with customer identity data, download our free eBook, “From Mad Men to Mad Scientists: 5 Ways to Fuel Ad Revenue with Consumer Data.”

– Reeyaz Hamirani, Corporate Communications Manager

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8 Terms Every Business Should Know When Developing a Customer Identity Management Strategy

Posted On: Filed Under: Customer Identity Management, Data Integration, Identity Data

Advances in marketing technology and databases have fundamentally changed how businesses learn about consumers and maintain relationships with their customers. The more brands are able to understand about their customers on a granular level, the more effective they are at marketing to said customers. This granular level of understanding is achieved by accessing and leveraging the valuable data housed within a user’s online identity.

Customer identity data is the foundation for modern marketing. When users register or log in on websites and applications, using either traditional registration or social authentication, they self-identify, giving businesses permission-based access to rich, first-party data. This data, in turn, provides IT and marketing professionals with the groundwork they need to learn about users across devices and touchpoints, produce more relevant marketing messaging, and attain better marketing results.

Having the ability to manage customer identities and build complete user profiles is crucial to data-driven marketing, and organizations must have an understanding of certain technical terms in order to develop a successful customer identity management strategy. Let’s dive into some of those terms.


Authentication is the process of ensuring and confirming an end user’s identity. Commonly enforced with a username and password, authentication answers the question, “Who are you?” Social Login, or the use of any third-party identity provider such as Facebook, Amazon, or PayPal, is an alternative and faster method of identity confirmation.


Dynamic Schema Database

A dynamic schema database not only allows data to be stored without the need for a predefined structure, but also enforces data storage rules when a schema has been defined. Dynamic schema databases can seamlessly process massive amounts of structured and unstructured user data in an optimized way. For example, in addition to housing relational data points with only one corresponding entry such as first name, zip code, and birth year, dynamic schema databases can also normalize and store unstructured social identity data such as likes, interests, and occupations.



Federation allows users to use an identity from one site to seamlessly access sites that belong to a partnering company or organization. Federation creates a smooth experience across web properties with disparate databases, reduces barrier to entry, and prevents the need for re-authentication. For instance, a user may need to order new checks from his or her bank. Federation allows the user to access the bank’s website, as well as the check-ordering system, without the need for separate login credentials. Federation also eases the adoption of SaaS services through SSO (Single Sign-On).


OAuth is the authorization protocol that allows a third-party website or application to access a user’s data without the user needing to share login credentials. OAuth is different from OpenID and SAML in being exclusively for authorization purposes and not for authentication purposes. An example of OAuth being applied would involve a website or mobile application accessing “likes” from Facebook (the user grants permission to allow this to happen). OAuth enables users to share their data stored on one site with another site under a secure authorization scheme.


OpenID is an authentication protocol that allows a user to log in once and access multiple, disparate websites. OpenID is sponsored by Facebook, Microsoft, Google, PayPal, Symantec, and Yahoo, and is often used in conjunction with OAuth.

SAML (Security Assertion Markup Language)

SAML is a security standard that verifies a user’s identity and determines authorization by connecting the end-user with identity providers and service providers. After authenticating with the identity provider, the user has access to multiple applications and/or sites due to a previously defined trust relationship. SAML requires the service provider and identity provider to be configured and introduced first.

Single Sign-On (SSO)

Single Sign-On is an authentication process that allows a user to access multiple sites/applications with one set of login credentials. SSO can take a few forms:

  • As a single identity that can be used as an individual login on different sites. For example, Facebook can be used as a login mechanism on different sites, but logging into one site does not mean it is recognized on any other site.
  • As a single identity that can be recognized across related sites. The identity can be used within the same session across different sites (i.e., different branded sites within one corporate group). For example, a user that logs in with Facebook on one site will automatically be recognized as he or she navigates to other sites within the site group.

Two-Factor Authentication

Two-Factor Authentication is a security mechanism that requires a user to authenticate with two types of credentials. It ensures the validity of a user’s identity and minimizes account phishing by adding an additional authentication step during the login process. For example, a user can be sent a verification code via SMS during the login process.


These are just a few of the terms brands should be aware of when evaluating customer identity management platforms and establishing an identity management strategy. To learn more about how customer identity management can benefit your business, request a demo here.

– Reeyaz Hamirani, Corporate Communications Manager

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3 Examples of the Evolution of Identity

Posted On: Filed Under: Customer Identity, Identity Data, UX

The concept of digital identity has evolved significantly over the last 15 years. Though traditional registration forms that require usernames, email addresses, and passwords are still mainstays across the Internet, we’ve also seen the proliferation of simpler, more modern methods of authentication.

Social login, for example, has been widely adopted by both businesses and consumers. Allowing users to verify their identities and log in to websites and mobile applications using existing profiles from networks such as Facebook and LinkedIn not only creates a more streamlined experience for consumers, it also enables marketers to capture and leverage rich, first-party social identity data.

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Users clearly enjoy the ease and speed of social login — Facebook Login was used more than 10 billion times in 2013 alone (Facebook Newsroom). Organizations also understand the value of the identity data housed within social profiles — hundreds of thousands of websites and apps across the Internet now employ some form of social login (Datanyze).

As the evolution of digital identity continues, we’re seeing even more unique and integrated means of online verification. Let’s take a look at three interesting methods of identity authentication in use today.

Apple Pay

When Apple introduced the iPhone 5S, the company introduced a new hardware feature called Touch ID. Touch ID allows users to unlock their smartphones, tablets, and certain operating system applications using just a fingerprint. A year later, when Apple unveiled the iPhone 6, we saw the introduction of Apple Pay, a mobile payment system.

The combination of Touch ID, Apple Pay, and Apple’s native Passbook app effectively digitizes a user’s entire wallet and identity as a consumer, using biometrics and NFC technology to authenticate shoppers at the point of sale. Goods can be purchased using only a smartphone, without the need to swipe a credit card.


Twitter Digits

In late 2014, social networking company Twitter introduced Digits, a tool that allows users to sign up for mobile apps and authenticate their identities without the need to create new login credentials. Rather than creating new usernames and passwords, consumers can log in using their cell phone numbers — an identification mechanism they already use every day.

With Digits, online accounts are tied only to mobile phone numbers, eliminating password fatigue for users, and reducing the amount of spam or inactive accounts businesses have to deal with. An individual signs up using his or her phone number, receives an SMS code, enters the code into the verification field, and the process is complete.


Log In with PayPal

As eCommerce and mobile commerce continue to grow (Internet Retailer), we’re seeing more and more consumers leverage authentication solutions from payment providers. PayPal, for instance, has its own third-party identification solution for websites and apps called Log In with PayPal.

Log In with PayPal allows consumers to log in to web properties using their existing PayPal credentials. This option streamlines checkout processes and provides enhanced merchant experiences as most shipping and payment details are stored within PayPal.


Consumer identity, as well as the means to verify consumer identity, are becoming increasingly important across the Internet, and businesses need to be adequately prepared.

In order to successfully embrace and prepare for the continued evolution of digital identity, brands need a customer identity management solution in place that is capable of normalizing both structured and unstructured consumer data, as well as maintaining compliance with the ever-changing APIs of third-party identity providers.

To learn more about how concept of identity will continue to diversify, download our free eBook, “The Evolution of Consumer Identity.”

– Reeyaz Hamirani, Corporate Communications Manager

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The Landscape of Social Login: Facebook Widens the Gap

Posted On: Filed Under: Customer Experience, Infographics, Marketing Resources, Social Marketing

As we saw in our Q1 social login data, Facebook has steadily made gains to solidify its lead as the number one identity provider on the web, particularly outside of the U.S. Facebook’s climb in popularity continued as the network made critical changes to Facebook Login to give users more control over their data. While the changes are still in the early phases of rollout (Anonymous Login, for example, remains in closed beta), Facebook’s renewed approach towards privacy may be having a positive impact on consumers’ perception of the social network and on Facebook Login in particular.

And while Facebook has made incremental gains, Google+ has stood relatively steady for several quarters and maintained its stance as the second most popular identity provider. Yahoo, meanwhile, continued losing share-of-logins, approaching the single digits (11%) in login percentage. Earlier this year, Yahoo disabled Facebook and Google+ login on many major Yahoo properties, signaling that while the company has greatly declined as a third-party identity provider, it is at least trying to own consumer identity on its “home base.”

Check out the Gigya’s Q2 Social Login infographic below, along with more detailed analysis.

Social Login Data Q2 2014

–Victor White, Director, Marketing Communications


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The Landscape of Social Login: Facebook Sails, Yahoo Sinks

Posted On: Filed Under: Infographics, Marketing Resources, Social Marketing

In Q4 2013, Gigya saw Facebook make strides in the war for identity, as it regained a sizable share of logins in a number of industry verticals and regions. In Q1 2014, this trend continued with the world’s largest social network seizing more than 51% of social logins in North America for the first time in three previous quarters. In Q1 we also saw Yahoo continue losing its share of logins in almost every single vertical and region, a trend that mirrors the company’s recent move to eliminate Facebook and Google/Google+ logins from Yahoo properties. Google/Google+ held onto a solid percentage of logins as well and made gains in mobile logins, a trend we expect to continue as Google works to seamlessly integrate Google/Google+ identity into native Android devices.

Take a look at Q1 Social Login data below:

Gigya Social Login Q4 Infographic

–Victor White, Director, Marketing Communications


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The Landscape of Social Login: Facebook Makes a Comeback

Posted On: Filed Under: Infographics, Marketing Resources, Social Marketing No Comments on The Landscape of Social Login: Facebook Makes a Comeback

As we saw in our Q3 2013 social login data, the war for consumer identity on the web is hotly contested, with Facebook, Google/Google+, Yahoo! and Twitter all competing to become the primary trusted consumer identity. And while networks like Google/Google+ continue to make gains, Gigya’s Q4 social login data showed a subtle but important shift in consumer preferences. Facebook still just barely holds a majority in the aggregate view of logins, but the world’s largest social networks saw significant gains in important industry verticals such as Consumer Brands and Travel web  properties and increased its position as the leading social login provider in Europe as well. Additionally, Google/Google+ continued to make steady progress as an identity provider on the web while Yahoo! saw steep declines in several categories.

Check out our Q4 Social Login infographic and analysis below:

To learn more about how social login allows businesses to establish authentic relationships with their customers, download the free white paper, Path to ROI: Boosting Demand Gen and Increasing Conversions with Social Login.

– Victor White, Director, Marketing Communications


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New Report: More Tweets, More Traffic

Posted On: Filed Under: Customer Experience, Social Marketing

Websites with a Tweet button receive seven times as many links as those that do not, according to a study BrightEdge released in September. With countless blogs and agencies dedicated to SEO, it’s important to remember that the main tenet of making a findable website is pretty simple:

Get people to link to it on other findable websites–like, say, social networks.

According to BrightEdge, the most successful online businesses get this point. A little over 50 percent of the top 10,000 websites have some sort of Twitter or Facebook presence on their websites, and this number is growing month over month. However, Twitter and Facebook are not alone in this field. Google+ posted a greater growth in adoption for the past month than the other networks combined – all this even before releasing the Google+ API.

Read more on “New Report: More Tweets, More Traffic” »

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Guest Post: How Gigya Helped Us Evolve

Posted On: Filed Under: Customer Experience, Gigya Updates

The following is a guest post from Brian Schmidt, Founder of Moxbrain. You can reach Brian on Twitter @Moxbrain

I love products that just work. So when we were looking for ways to implement social login for our fledgling startup, we ended up using Gigya because it was simple to implement and performed as documented. What we DIDN’T expect was all the things Gigya allowed us to do several months AFTER our initial implementation. I’d like to share a few of these experiences with developers who may be thinking of using Gigya.Introducing Social Login
We had previously implemented Facebook Connect (which worked great) but ultimately found that users wanted a choice as to which provider they could login with. So we sleuthed around for a while, evaluated a couple other solutions and then came across Gigya. They offered a nice social login plugin so we decided to try their service.

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Applying Social Technologies – Part 1

Posted On: Filed Under: Social Marketing No Comments on Applying Social Technologies – Part 1

How publishers and advertisers can use Facebook Connect, MySpaceID, Sign in with Twitter and OpenID to Increase Registrations, Traffic and Engagement

Social networks and features, from Facebook and Twitter to activity feeds and status updates, have changed forever how consumers use the Web, challenging publishers and advertisers with “destination” websites to find ways to remain relevant to core users as well as engage and grow new audiences. Rather than a challenge of content innovation, the challenge instead centers on how to improve user experience in light of how people are using the web today. From News to eCommerce to Entertainment, almost any site can better engage and grow its audience by creating a user-centric and social experience, one that makes use of newly available technologies to enable a more accessible, personalized, engaging and ultimately shareable experience.

If you have a website and want to better understand Facebook Connect, MySpaceID, Social Login with Twitter and OpenID; why it makes sense to add authentication and social functionality using these providers; or how new services can help simplify the implementation and management process, this series is for you. From increasing user registrations to enabling rich social features, many tools and services are available today to help publishers successfully evolve their user experience. This blog series will touch on the key trends dictating this evolution; introduce, define and provide guidelines for using the key social technologies available today; show case-study examples of how industry leaders are already using these technologies to redefine what it means to provide a great user experience on the web; and show how new services can make implementation easier than ever.

Read more on “Applying Social Technologies – Part 1” »

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