MOUNTAIN VIEW, CA--(Marketwired - Jan 30, 2014) - Gigya, the Connected Consumer Management Suite, today announced the release of a transformative tool to power data-driven marketing: Consumer Insights. The product allows marketers to gain a complete understanding of their user-bases by aggregating data from Gigya products such as Social Login, Registration-as-Service, Gamification and Social Plugins and providing visual insights about user identities and on-site behaviors.
Consumer Insights allows marketers to easily query Gigya's Identity Storage database and tie identity information with internal key performance indicators (KPIs) to understand what psychographic and demographic information is driving meaningful behaviors such as purchases, commenting or sharing.
Example queries include:
- "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?"
Marketers can then create valuable user subdivisions that can be directly 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. All information is captured by Gigya's technology and collected through strict and transparent permissions when users log into sites using Gigya's Registration-as-a-Service and Social Login.
Several Gigya customers, including KLM, will be using the new tool to better understand their users and optimize their marketing efforts by using Consumer Insights to create advanced audience segments.
To showcase the product's depth, Gigya drew examined the fan bases of the Seattle Seahawks and Denver Broncos, the two contenders in this year's Super Bowl and how the two audiences differ.
Gigya was able to discern that Denver Broncos have a high concentration of fans outside of Colorado, in states such as New York, California and New Mexico, while Seahawks fans are heavily concentrated in the Pacific Northwest. Broncos fans also tend to enjoy more light-hearted, family-oriented movies such as Finding Nemo and Shrek whereas Seahawks fans enjoy action/adventure films such as Star Wars and Batman: The Dark Knight. Insights like these highlight the differences between user bases that marketers need in order to best reach an audience.
"Marketers are tired of hearing companies preach about 'Big Data' and the vague ways they should be using it," said Patrick Salyer, CEO of Gigya. "Consumer Insights finally puts massive amounts 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."
More information about Consumer Insights can be found at: http://www.gigya.com/consumer-insights/
Gigya's Connected Consumer Management Suite enables the world's largest brands, including Pepsi, Verizon and ABC to understand and connect more closely with today's mobile and socially connected consumers. The company's technology helps businesses access, consolidate and manage permission-based identity and behavior data, while providing deep customer insights that turn data into action.
Through products like Social Login, Registration-as-a-Service, Social Plugins and Gamification, Gigya provides customers with the rich data, intelligence, and tools needed to reach consumers with the right messages, on the right platforms at the right time. Gigya drives user acquisition and engagement for 700 enterprises and reaches 1.5 billion unique users per month, ensuring that today's businesses stay relevant in the age of the connected consumer.