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Progressive and Conditional Profiling

Gigya enables progressive and conditional registration and login flows that gather new attributes  from customers as they return after initial registration, leading to more complete profiles that can be used to drive contextual marketing strategies and highly personalized customer experiences.

Progressive Identity Example

Progressive Profiling

In general terms, this term is often used to describe the total strategy used by a business to learn more about its customers. Within a customer identity context, it refers specifically to expanding the information captured in customer profiles over time to enhance and personalize experiences and optimize marketing, sales and even product strategies.

Conditional Profiling Example

Conditional Profiling

Also used to optimize business strategies and improve customer experience, conditional profiling describes workflows designed to capture actionable data sets about customers when specific, pre-determined conditions are met during their digital interaction with a business.

Using Gigya’s UI builder, custom JavaScript in a site’s global configuration, or markup extensions, site administrators can define progressive profiling scenarios to trigger customized profile update screens prompting customers to provide additional information. For example, custom screens might be triggered by a defined number of logins, a set cadence (every 3rd login), a set time period (1 month from initial registration, or if a particular field exists (U.S. in country field triggers state and zip code fields.)

What’s possible with progressive and conditional profiling?

Grow More Valuable Relationships

Any good relationship should get better over time. Progressive and conditional workflows made possible with Gigya’s Registration-as-a-Service feature help clients get to know their customers one step at a time, so a profile that begins with simple name and contact information can blossom into a rich and detailed identity over time without any undue friction imposed on the customer’s experience.

Tell a Better Story through Unified Data

Gigya helps clients get more from “passive profiling”, that is, collecting customers’ behavior information to drive marketing strategy, by enabling the ability to combine those attributes with data derived from directs “asks” from customers. For example, someone browsing for clothing might be asked if they are shopping for themselves or for a gift. This helps avoid the “creepy factor” possible in personalization by avoiding inaccurate and off-putting inferences.

Campaign for a Better Campaign

Planning ahead is key for effective progressive profiling strategies. By thinking of each progressive flow as a campaign with revenue-based goals, growth opportunities can be unlocked for a variety of business stakeholders:

Marketing: Better segmentation for more effective targeting

Product: Proving increased value for ad revenue to encourage partnerships

Sales: Driving more partnerships through campaigns that provide valuable data to sponsors

Architect your Customers’ Experience

Tailoring campaigns based on conditional logic helps ensure a best-fit customer experience that protects the brand. The vast majority of consumers are willing to answer questions if they are presented in the appropriate context and with restraint. For example, if a logged-in consumer is shopping for motorcycle insurance quotes, it’s appropriate to ask whether they own a motorcycle or are planning to buy one in the near future. It also makes sense to allow a logged-in customer browsing published content to add articles to their reading list, or to allow a repeat customer to “follow” product categories, authors or topics.

Gigya has updated its Privacy Policy as Gigya, Inc. has been acquired by SAP America, Inc. and Gigya has updated the information regarding how we collect and use your Personal Data. You can see the updated Privacy Policy here.