Are you Ready for CIDM? (Customer Identity Management)

Share this content:

UnboundID is betting you're not, and launches a broad-based system for marketers.

CIDM: keeping pace with customer profiles
CIDM: keeping pace with customer profiles

Most companies still use legacy identity management systems that struggle to handle more than 100,000 dinstinct IDs, according to UnboundID, while the rapid proliferation of devices and user IDs are demanding that marketers deal with billions of them. So today the company is introducing version 4.6 of its Identity Data Platform to address what company CEO Steve Shoaff says will be one of the crucial strategic challenges facing companies in the next decade—customer identity management (CIDM).

The company added social log-in and multi-factor authentication features to the new platform, allowing marketers to populate customer profiles with preference information beginning with the first touch point. “The use of social identities has fast become a preferred user registration method,” says Gartner managing VP for identity and privacy strategies Lori Robinson. “Consumers have grown tired of registering on websites and remembering yet another username and password. Social login allows consumers to log in to a website using social network and email identities that they already have.”

When people log in with Facebook, for example, it allows providers like UnboundID to instantly re-populate their customer profiles with new attributes. Marketers and merchants can then make high-volume and high-speed decisions based on the most current profile data and consent information.

“Identity data is not only the key to improving customer experience and engagement; it's the connective tissue between the biggest mega-trends in IT today,” says Shoaff. “Internet of Things, Master Big Data, and CRM—all are inherently identity data challenges.”


Next Article in Data/Analytics

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above