Gigya launches NEXUS partner ecosystem - Certona & Gigya streamline integration to leverage social data in personalization strategies
By John Koetsier, VentureBeat
So you have a million likes on Facebook and your latest sweet nothing on Twitter was retweeted 10,000 times. How many dollars found their convoluted ways through all those pipes and tubes into your pocket?
That’s a question that social infrastructure company Gigya looks to answer.
Gigya makes your site, service, or app social, fun, and engaging via simple-to-integrate plugins, giving brands the ability to integrate social sign-on, or gamification strategies. Now, a few months after announcing a $15.3 million fifth round of funding, the company is releasing new capabilities for brands to actually use the social data they collect and feed it into marketing automation systems such as HubSpot and Marketo.
Gigya, which is in a hyper-growth phase right now, already touches over a billion internet users with its social plugins and architecture. As Victor White, the company’s senior marketing manager told me, Gigya is on page to triple revenue this year, having just completed seven consecutive quarters of double digit sales growth, signing new clients in the past few months like Adidas, Time Warner, and Italy’s national airline, Al Italia.
Now the company is taking that momentum and building a partner ecosystem, which it is calling NEXUS. The goal is take the millions of data points collected through Gigya’s social tools in operation on your site and your apps, and make it available on a permission-based system to marketing automation tools.
For example, online retailers who are using Gigya’s tools can easily integrate Certona’s product recommendation engine into their site, which can then segment users based on rich social data, target specific groups and sub-groups, and make better product recommendations. Another example would be feeding social data into an email marketing campaign … with sounds old-fashioned but is actually still one of the best ways to connect to customers and drive sales.