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.”

close

Next Article in Data/Analytics

Sign up to our newsletters

Company of the Week

USAData helps businesses find new customers and grow their current customers through a combination of data and digital marketing services, and easy-to-use SaaS technology products. We enrich customer data so businesses can more effectively target and communicate with customers, and connect them with their best look-alike prospects through digital and traditional channels. We make it easy through simple, self-serve applications and APIs, as well as through full-service programs managed by our Data and Digital experts. 

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