Knotice Teams Up with Gigya
Knotice, a provider of direct digital marketing software and services, recently joined forces with social software maker Gigya in a partnership that will allow marketers to leverage permission-based Facebook data across marketing channels.
Through the partnership, marketers can now fuse information (such as customers' Facebook likes, check-ins, and interests) that they collected and stored in Gigya's Identity Management Platform with existing customer data and cross-channel activity (such as purchase history, clicks, and search activity) within Knotice's on-demand software platform Concentri.
As a result, marketers will be able to better target their email marketing campaigns and other promotional activities based on their customers' locations, interests, and on-site actions such as sharing and commenting. Brian Deagan, CEO and cofounder of Knotice, pointed out that these capabilities only exist, however, when consumers have opted in to share their information with the respective brands.
"One of the challenges marketers face is being able to engage their audience in a relevant way, especially in the digital market," Deagan says. "We're enabling our users to get access to a vast amount of data that they can leverage in a meaningful way, but it's up to the marketer to decide want they want to ask for. And at the end of the day, if marketers want that level of access, they need to offer compelling data in exchange."
In regard to Google's new privacy policy, which reminds users that the company may share their user information with its other services, Deagan does not believe it will lead to greater advertising opportunities for marketers.
"I don't think that the change in the privacy policy is outside of what consumers assume is already happening, and it doesn't really create any new changes for marketers," Deagan maintains. "Facebook has reached a level of intimacy [with its users] that Google will try to achieve, but I don't see it as something that Google can pose a threat to."