Gigya has released its new Consumer Insights product and dashboard, allowing brands to deep-dive into consumer data patterns to track directly “which types of users and actions result in direct revenue,” its chief executive, Patrick Salyer, says in a blog post.
The new product can tie purchases, shares, and likes directly to consumer profiles and identities, directly providing marketers with crucial KPI and linking up to Gigya’s suite of services: email, SMS, content recommendation, etc.
You just read “identities” and you are starting to panic. However, Gigya is in no way against the ethical guidelines we referred to as far as disclosure and transparency are concerned. “The data we help brands access is permission-based and first-party. That is, when a user logs into a website or app with his/her social profile credentials, very clear permissions are presented to the user before he/she agrees to authenticate,” Victor White, director of marketing communications at Gigya, tells ClickZ.
Truth be told, “first-party data is often more accurate and deeper than third-party data sources, and, when it is accessed with permission, it results in more valuable data for the customer [brand] and a richer experience for the user — creating a better experience for both parties.” Gigya also has its SocialPrivacy Certification that guarantees data privacy and security — you see it when you sign up.
For instance, when a user deletes an application (in this case, a website), Gigya automatically deletes the detailed profile information, in accordance with Facebook’s Terms of Service.
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