A Marketer's Guide

1. Brought to you by
A MARKETER'S GUIDE TO
NAVIGATING THE INTERNET OF THINGS

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Twenty years ago, there were about 3
million devices connected to the Internet.
By the end of this decade, Cisco estimates
that there will be 50 billion of these
connected devices in the world.
A Brief
Overview of
the IoT
This can only mean one thing:
We’re living in the Internet of Things.

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With seemingly everything going online, Cisco projects
the Internet of Things (IoT) to be a
Huge
Opportunity
for Marketers
$14 TRILLION
REVENUE OPPORTUNITY.
As a marketer, though, it can be difficult and tricky to figure
out how to effectively navigate this landscape of connected
devices and experiences.

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To help you tap into the IoT, we’re tackling three big questions that this era
of ultra-connectivity poses:
How do businesses effectively manage and make use of the large data
sets that the IoT creates?
Once you have intel on your users, how can you build connected
experiences that matter to your users?
What are some ways that the connected experience can be further
enhanced to nurture loyal, engaged customers?
3 Big IoT Questions

5. How do businesses effectively manage and make
use of the large data sets that the IoT creates?

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As consumers interact more and more with their
connected devices, they create unique data points that
businesses should store and use to provide an optimal
experience to their customers across different channels.
However, the question of how to efficiently consolidate
these large volumes of data remains.
To help you gain a firmer grasp on this, we’ll go over the
kinds of data and data management technologies that
your business needs in order to capture the insights that
will drive your IoT strategy forward.
Data Consolidation
for the IoT

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Structured data is generally housed in traditional
databases (also known as relational databases),
which are made up of fields organized in a grid-
like fashion. However, as data becomes more
varied, it requires a database equipped to handle
and consolidate large volumes of dynamic,
disparate data points. Take, for instance, a user
that authenticates his Facebook identity on a
website. This website could potentially capture his
profile picture, friend graph, email address,
interests, and current location, but first it needs a
NoSQL database to store large volumes of
unstructured data.
Structured Data
vs. Semi-structured Data

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With the total volume of big data across the globe already in the zettabytes, the need for efficient,
dynamic storage systems is greater than ever before. When it comes to storing large volumes of
consumer data, traditional IT infrastructures lack the elasticity and scalability of cloud storage
systems. In other words, cloud storage models allow easy access to data by multiple users and are
equipped to handle massive amounts of data.
In addition, businesses that span across channels can allow stored data to be accessed easily by
keeping it in a centralized location. Unifying data this way makes it easier to scale your efforts and
reach the right users at the right time.
Cloud-Based & Central Databases

9. Once you have intel on your users, how can you build
connected experiences that matter to your users?

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Once you have the right technologies to efficiently store and manage your consumer data, you
need to think about ways to tie this data to the overall brand experience. When done right, a
connected experience should work seamlessly from channel to channel. In other words, users
should be able to stay connected to your brand and enjoy a consistent experience from one
device to another.
Tying Data to the Experience

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Take Nike, for instance: It went from a sports
apparel retailer to a full-fledged fitness and
lifestyle manager with its FuelBand product.
By tying its customers’ fitness routines to
its brand, the company provides a
consistent, Nike-powered experience
from start to finish by letting users track
their daily exercises and set fitness goals.
Use Case: Nike
Recently, the company bridged the FuelBand experience with its apparel line by installing a vending
machine in the middle of New York City stocked with Nike goods. It then used its social media channels to
drop hints about the exact location and purpose of this vending machine. FuelBand wearers that
successfully locate it can redeem their FuelBand points for Nike socks, shirts, hats, and more. This facilitates
a holistic experience that spans mediums and puts Nike at the center.

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As the IoT spreads the brand experience across
mediums, you can create cohesion among your
brand properties by investing in a solution that
consolidates all the behavioral data you’re gathering on
your users across your channels in one place. You’ll
want this solution to carry the following features.
Creating Brand Cohesion

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High Security and Performance - Because you’re handling volumes of sensitive data, you want
to ensure that your solution is proven to work in high-scale enterprise environments. Some
product features to look for include Safe Harbor Certification, ISO27001 compliance, PCI-
approved scanning, real-time data backup, and self-owned hardware.
Automation - With so many users interacting with your brand at any given time, it’s impossible to
manually direct the data capture and management process. You’ll want to ensure that your
solution automatically pulls their data in and makes it readily available to you.
Fully Indexable Data - The big advantage of collecting user data is that you can use it to inform
your brand strategy and marketing efforts. Going along these lines, you’ll need to invest in a
database that sorts and displays this data in a way that’s easy to understand and pull segments
from.
Integratable with Existing Systems - To take your data strategy a step further, we recommend
investing in a data management system that integrates with the business applications and
marketing software that you already use. This will enable you to connect data insights to your
marketing campaigns and business processes.
Database Requirements

14. What are some ways that the connected experience
can be further enhanced to nurture loyal, engaged
customers?

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We’ve already discussed how the IoT opens up new opportunities for businesses to collect data on their
users’ habits and daily behaviors. You know, however, that your users aren’t just data points -- they’re
actual human beings with unique backgrounds and circumstances.
For a truly comprehensive IoT strategy, you want to look into ways to collect your users’ actual personal
data, which includes intel like their interests, friend graphs, email addresses, profile pictures, and more.
When you connect the behavioral data gleaned from the users’ interactions with your
brand with their personal data, you get a complete, accurate picture of your customer.
Pulling the Brand Experience
Together with Identity
Let’s return to Nike as an example. When users register for an account for its Nike+ Running app, they are
presented with the option to authenticate their Facebook accounts for a more convenient, faster login
process.

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To start collecting the insights that will
ultimately power your marketing campaigns,
consider looking into implementing a solution
such as social login, which enables you to easily
authenticate your users’ existing social media
accounts.
New Belgium Brewery offers three
different social login options for its
customers to easily and conveniently
create a site account to access
exclusive content.
Managing User Identities

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Here’s how it works: Social login allows users to register with and sign in to your business’s web
properties using one or more of their social media accounts, also known as a social identity. Users who
log in to a website using an existing social identity are essentially granting that website permission to
access their first-party social data such as full name, interests, education, social connections, email
address, location, and much more. This lets you begin capturing the user insights that will drive your
brand experiences and marketing campaigns forward in a secure, safe manner.
Capturing User Identities
with Social Login

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As important as technology is to the IoT, your users should ultimately be at the center of your
strategy. After all, they’re the ones consuming, vying for, and interacting with your brand.
Consider these words from Co-Founder and CMO of IoT software provider Evrythng: "The
more you interact with a product, the more of a direct digital relationship you have with the
brand. That is a huge shift in how products work and puts the brands alongside retailers in
their relationship with consumers.”
Putting Users at the Heart of
Your IoT Strategy
In a nutshell, all great companies understand that strong consumer relationships are the lifeline of
their business. The IoT helps facilitate these relationships in a completely new way by introducing a
variety of platforms and technologies that consumers depend and rely on on a day to day basis.

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As you seek to put your users at the forefront of your IoT strategy, it’s important to find that delicate
balance between offering relevant, personal brand experiences without coming across as borderline
creepy and intrusive.
3 out of 4 consumers prefer giving their business to brands that deliver a more relevant,
personalized experience. Yet, 43% of businesses are concerned about data privacy
compliance because they fear the loss of brand equity and/or consumer confidence.
(Sources: DigitalTrends and Winston & Strawn LLP)
Honoring User Privacy While
Still Providing Personalization
The truth of the matter is that today’s customers are a complicated breed: They demand relevancy at
every turn but are, for the most part, incredibly sensitive about sharing their personal information,
particularly when businesses ask for it. So how can you effectively cater to these conflicting
expectations? We’ve outlined three tips below.

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As useful as social login is for extracting
valuable user data, it’s even more crucial
that businesses follow best practices
when collecting personal information
from customers online. Here are some
general guidelines for handling your
users’ sensitive data like a pro:
Tips for
Being a PRO
at Collecting
User Data
Protection
Protect users’ right to data privacy by being
completely transparent and clear with just how their
information will be used before prompting social sign-
in. You can do this by displaying a dialog that lists
exactly which data points you’ll be collecting from
them at registration, along with the ability for users to
opt in or out.
!
Relevancy
Assess your customer base and offer social sign-in for
social networks that make sense for your properties.
For instance, it probably would not make sense for a
retailer to offer LinkedIn as a sign-in option since
most LinkedIn users do not share personal
purchases with their professional networks.
!
Options
Present options to your users instead of limiting them
to a single social network. Providing choices increases
the likelihood of customers authenticating their social
identities on your brand properties, giving your
business more opportunities to capture helpful data.

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As connected devices become
increasingly prevalent in our everyday
lives, it’s more important than ever for
businesses to figure out how to reach
users across all the devices they use
while still maintaining a cohesive view of
the customer. To build a foundation for
the IoT-centric age to come, you want to
ensure that you have the right
technologies in place to support your
efforts and a strong, customer-centric
strategy to execute.
Building an
IoT for
Everyone

22. ABOUT GIGYA
Gigya's Customer Identity Management Platform helps companies build better customer relationships by turning
unknown visitors into known, loyal and engaged customers. With Gigya’s technology, businesses increase registrations
and identify customers across devices, consolidate data into rich customer profiles, and provide better service,
products and experiences by integrating data into marketing and service applications.
Gigya's platform was designed from the ground up for social identities, mobile devices, consumer privacy and modern
marketing. Gigya provides developers with the APIs they need to easily build and maintain secure and scalable
registration, authentication, profile management, data analytics and third-party integrations.
More than 700 of the world’s leading businesses such as Fox, Forbes, and Verizon rely on Gigya to build identity-driven
relationships and to provide scalable, secure Customer Identity Management.
!
For more details about Gigya, visit www.gigya.com.
!
Gigya, the Gigya logo, and Customer Identity Management Platform are either registered trademarks or trademarks of Gigya Incorporated in the
United States and/or other countries. All other trademarks are the property of their respective owners.
© 2014 Gigya Incorporated. All rights reserved.
To learn how Gigya can help provide you with the tools and technology needed to develop a successful
guide to navigating the Internet of Things, visit gigya.com or call us at 888.660.1469.