New social media tool provides marketers with unparalleled insight of consumer identities

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 behaviours.

To showcase the product’s depth, Gigya 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 The Dark Knight. Insights like these highlight the differences between user bases that marketers need to understand in order to best reach an audience.

The depth of understanding that Consumer Insights can provide is both flexible and powerful enough to rapidly provide these sorts of valuable insights on any comparative demographics. Marketers in the UK could easily use the tool to discern the differences in taste and preferences between, for example, Manchester United and Manchester City fans ahead of a derby, or the differences between viewers of BBC Breakfast and Daybreak.

“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 of 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.”

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 behaviours 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 well-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.