eCommerce & Merchandising

Getting Personal: How to Use Data to Speak to Your Customers

Following is a guest post by Emma Tzeng, Content Marketing Manager at Gigya.

Four score and seven years ago, in a marketing landscape unbeknownst to today’s practitioners, mass marketing techniques were the be-all and end-all. If you didn’t have advertising presence on television, in magazines or on large billboards near major freeways, you basically didn’t exist in the eyes of your customers and competitors.

Marketing has evolved significantly since then, as new technologies have dramatically increased customer expectations. These days, marketers need to understand how to speak the same language as their customers—that is, the language of personalization.

Be Personal

As your customers interact with your brand across different channels, it’s important that you swap out those general, broad-based marketing messages and engage them on a one-to-one basis. Before those highly tailored interactions can occur, though, you need a streamlined way to capture and use the actionable insights that will provide the knowledge you need to nurture authentic relationships with your customers.

Be Social

To capture user identity quickly and seamlessly, retailer Kate Spade Saturday employs social login so its customers can register for a site account via their existing social profiles. This gives Kate Spade Saturday access to the data points contained within these profiles, such as full name, email address, birthdays, social graphs, and more.

gigya image

Be Intentional

As customers authenticate their social identities via, the retailer can segment and port this social identity data into marketing platforms such as email marketing software, recommendation engines, CRMs, ecommerce platforms, ad serving platforms, DMPs, and more, to power its marketing messages and user experiences and better understand its customer base.

Data Commands Personalization

When it comes down to it, personalization and data go hand and hand —and businesses that can successfully acquire and leverage data in a way that nurtures those meaningful, long-lasting customer relationships will see greater returns on their initiatives.

To learn more about how social data commands tailored brand experiences, download the free white paper, “Path to ROI: Powering Business Applications with Relevant Consumer Data.”

Gigya will be at the Smarter Commerce Global Summit


About the author:

Emma Tzeng runs content strategy and production at Gigya. When she isn’t blogging, she can be found hiking the hills of San Francisco, eating an inordinate amount of ice cream, or documenting her travels. She can be reached at

About Gigya:

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. Their technology helps businesses access, consolidate and manage permission-based identity and behavior data, while providing deep customer insights that turn data into action.

For further information, please visit:

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