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IDC Link: “SAP to Purchase Gigya: Perfect Timing for Improved Privacy, Identity, and Consent Services”

 

 

On September 24, 2017, SAP announced its intent to acquire Gigya. This IDC Link by analysts Henry D. Morris and Gerry Murray gives their point of view on the acquisition.

Gigya’s customer identity management platform helps companies build digital relationships with their customers. Its platform allows companies to manage customers’ profile, preference, opt-in and consent settings, with customers maintaining control of their data at all times. Customers opt-in and register via Gigya’s Registration-as-a-Service, which addresses changing geographical privacy issues and manages compliance requirements such as the upcoming General Data Protection Regulation (GDPR). Gigya currently manages 1.3 billion customer identities in order to build identity-driven relationships for its enterprise clients.

Gigya’s technology provides new capabilities to consumers across channels and touchpoints, builds rich intelligent profiles and creates a consent-based approach to personalization across sales, service, and marketing. Gigya, an SAP Hybris partner since 2013, has customers already using an extension integrating SAP Hybris’ and Gigya’s solutions. This acquisition will enable the teams to further build upon this existing strong relationship.

In their “Quick Take” summary, Morris and Murray say:

“SAP announced that it will acquire Gigya, the identity and consent management service. It is a tremendous strategic move for SAP Hybris as data has become even more valuable to marketers than the systems through which it runs. Data-driven insights into customer behavior are so critical to improving customer experience and marketing efficiency that the brand with the best data often wins.”

The IDC Link concludes:

“Whether or not such an enhanced opt-in platform becomes a strategic imperative remains to be seen. But the potential is there, and it would help move us from a world in which data is the new oil to one in which data is more like a new currency that consumers can use to buy, qualify for, and express interest in whatever they want whenever they want it. This is the ‘last mile’ of personalization with all the economic benefits that it implies, but brands cannot go there without consent.”

Read the full IDC Link above for all the details.

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