In the age of the connected consumer, businesses have a unique opportunity to reach users at every touchpoint during the customer journey. With the growing number of devices that consumers use, it’s more important—and more challenging—than ever to gain a single view of the customer and implement effective, relevant marketing. Gigya CEO Patrick Salyer, and Chris Schlosser, Vice President of Digital at MLS, discuss how leveraging key demographic, psychographic, and behavioral identity data, paired with an engaging digital experience, can turn anonymous users into loyal, known customers.

1. Identity-Driven Marketing

2. Proprietary & Confidential
What is customer identity management?
Why does customer identity management matter?
How will customer identity management impact ROI?
What You’ll Learn - Identity Driven Marketing!

3. Proprietary & Confidential
Gigya’s Customer Identity Management Platform enables companies
to turn anonymous users into known, loyal customers, increasing
marketing performance and engagement
1.5B
consumers
reached
700+
customers
46
countries
300
employees and
growing

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700+ Global Enterprise Customers !
Media & Entertainment Consumer Products Ecommerce Travel & Leisure
Education / Non-Profit
Communications &
Infrastructure
Financial Services Healthcare

5. Identity-Driven Marketing

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Market Dynamics – Digital Identities

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1st Party Identity Sample Data
First Name X X X
Last Name X X X
Email X X X
Birthday X X
Gender X X
City X X
State X X X
Country X X X
Zip Code X
Interests X
Likes X
Activities X X
Education X X X
Work X X X
Relationship X
Registration Data
Traditional Registration
Progressive Profiling
Conditional Profiling
Signal Data
Purchases
Ad Clicks
Page Views
Shares
Comments / Reviews
System Data
Location
Time
IP Address
Opt-ins
Device ID
Data
Registration
Data
Social
Data
Behavioral
Data
Likes &
Interests
Connections
Favorite Movies Favorite Music
TV Shows
Sports Teams
Education
Workplace
Purchases
Preferences
Location
Shipping Information
Check-ins
Devices
iRank
Opt-ins
Favorite Books
Subscriptions
Work History
Time Spent
Conversion Rate
Market Dynamics – Digital Identities!

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Market Dynamics – Identity & Biometrics!

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Market Dynamics – Identity & Payments
• 60% of consumers have
abandoned a purchase
because it required them to
fill out a registration form

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Market Dynamics – Identity & Cross-device

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Market Dynamics – Identity & Engagement

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Market Dynamics – Identity & Compliance!

13. Gigya’s Approach

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Market Dynamics – Managing Customer Identities!
Organization
CIO CIO + CMO
Technology
On Premise Software-as-a-Service
Customers
Web Social & Mobile Connectivity
Data
3rd Party & Structured 1st Party & Unstructured (Social)
Regulation
Limited Company & Gov’t Data Compliance
THEN NOW

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Gigya: Customer Identity Management Platform
Registration-as-a-Service Profile Management Customer Insights
CONNECT COLLECT CONVERT
Products
Social Login Regulation & Compliance Identity Access
Plugins & Gamification Hygiene & Governance NEXUS Partner Program

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Connect: Registration-as-a-Service & Social Login!

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Collect: Identity Profile Management!
Identity Storage Highlights:
§ Unstructured Identity Profile Storage
§ Identity & Account Linking
§ Terms of Service Management
§ Privacy Regulation Compliance
§ Access Rules & Permissions

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Convert: Customer Insights & IDX Connectors!
Email Marketing Data Management Web Analytics Ad Serving
SMS/Push
Notifications
Recommendation
Engines

19. MLS DIGITAL STRATEGY
Creating fans through digital excellence

20. NORTH
AMERICA’S
LARGEST
SOCCER
PROPERTIES
© 2015 Major League Soccer Confidential & Proprietary20 20

21. A YOUNGER, MORE AFFLUENT AUDIENCE
35.1 35.6 39.9 40.6 46.0
$0
$20,000
$40,000
$60,000
$80,000
$100,000
$90,230 $88,202
$84,640 $81,945 $81,100
Median Income
21
Median Age

22. 22
132
120
114
107
104
104
102
90
MLS
NHL
NBA
College Bball
NFL
College Football
MLB
NASCAR
OnlineVideo Streaming Index
The most digital audience

23. DIGITAL PRODUCT EXCELLENCE
© 2015 Major League Soccer Confidential & Proprietary23

24. CONTENT BEYOND THE 90 MINUTES
24

25. CREATING A 360 DEGREE VIEW
© 2015 Major League Soccer Confidential & Proprietary25
MLS
Fan
Email
Social
Login
Fantasy
Ticket
Data
Digital
Sub
MLS
Store
MLS + Gigya

26. THE FUTURE
© 2015 Major League Soccer Confidential & Proprietary26
PERSONALIZATION
LOGIN ACROSS DEVICES
DATA WAREHOUSE
UNIFIED MESSAGING

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1. Identity is becoming an essential tool in the digital marketing
technology stack
2. Identity drives customer acquisition, more data on each consumer,
and ultimately increased marketing ROI
3. Identity SaaS solutions were designed for the modern social,
mobile, big data, privacy & security centric world (vs. DIY)
4. Gigya has an integration with ExactTarget and Salesforce.com
Key Takeaways!

28. Thank You
Patrick Salyer
@PatrickSalyer
patrick@gigya.com
Chris Schlosser
@ChrisSchlosser
chris.schlosser@mlssoccer.com