Gigya's identity management offering now has a new toolbox.
It's called the IDX Marketplace, where IDX stands for Identity Exchange. Instead of the previous manual and cumbersome process for integrating Gigya's social sign-on data into other software, Gigya customers can more readily find the software tool they want to integrate with, after which Gigya configures the integration. The Marketplace also gives Gigya's partners a process for building and certifying integrations.
The previous process, chief marketing officer Dave Scott told me, involved discussions with Gigya and software vendors, and a more customized process.
If it catches on, the Marketplace could better position Gigya as a major provider of customer data for marketing.
The Mountain View, California-based company points to the benefits for one customer, the Learn Liberty "big questions about a free society" project at George Mason University in Virginia.
Through the Marketplace, the university said, it was able to take advantage of a prebuilt integration with marketing automation platform Marketo to automatically transfer leads from its social sign-ons.
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With Marketo's email tools, the school reports it has been able to reduce its previous lead generation resources by over 75 percent, and traffic to the site from email campaigns has increased by 152 percent.
The IDX Marketplace, part of Gigya's Partner Program, currently has 50 prebuilt integrations with such tools as Adobe Campaign, hybris/SAP, Krux, Optimizely, and Oracle Marketing Cloud.
Gigya's APIs enable sites to offer user log-ons with social network usernames and passwords, which saves time and, when users give permission, allows sites to access user profile info for targeting by marketing campaigns. Quick integration with tools employing the log-on data could give Gigya a leg up against such competitors as Janrain and ForgeRock.