While B2B and B2C organizations alike are recognizing the engagement potential for social networking sites, such as Facebook, LinkedIn and Twitter, one question remains the same: What’s the ROI?
To help provide an answer to this puzzle, Gigya, a provider of social infrastructure for business, has launched a new partner program to help “transform the way businesses understand and reach their customers online,” according to a company press release. The NEXUS Partner Ecosystem, was developed to help organizations create more effective marketing campaigns revolved around permission-based social data.
Through this new program, Gigya clients are enabled to port user data obtained through the Gigya User Management 360 system into marketing campaigns and product recommendations provided via email and on a company web site. In turn, businesses can receive in-depth access to permission-based user and behavior data when users authenticate with a social identity on their web properties or mobile applications.
Organizations can integrate with a growing number of third-party services and solutions via the NEXUS Partner Ecosystem. In addition, Gigya is offering an open API, designed to enable businesses to manage, access and connect with existing third-party vendors.
“Gigya’s philosophy has always been grounded in openness, and by strengthening our relationships with top online marketing vendors, we are able to help our clients extract the incredible value that social data brings,” said Patrick Salyer, CEO of Gigya. “Our clients are always looking for ways to streamline social data integration and the NEXUS Partner Ecosystem provides them with an incredible way to market to their users.”
For example, Certona, a personalization solution provider and Gigya NEXUS launch partner, will offer its end-users access to the new integration. In doing so, Certona will enable clients to segment and target users by leveraging rich social data, making product recommendations and content more effective and online marketing efforts more profitable. By implementing Gigya’s User Management 360 system, Certona clients will enable their customers to log into sites with their social information via Social Login. As a result, Certona customers will be able to tie social information and profiles with site browsing behaviors.
“The ability to easily access social data holds significant value for our clients looking to further personalize their customers’ experience,” said Mark Loucks, VP of Channel Development at Certona. “Our integration with Gigya enables our clients to incorporate this social data into their personalization strategies while offering their users a rich on-site social experience that Gigya provides.”
Channel Marketer Report (CMR) is a targeted e-media publication covering the latest solutions, trends and strategies to help companies optimize their marketing, both to and through their partner networks.