Customer Profile Management

Executive Summary

Marketing success has universally rested on a single principle: “Know Thy Customer.” The increasing need for personalization, localization and customization of marketing campaigns depends on it. However, without a unified and current Customer Profile, critical B2B campaigns like demand generation, lead management, scoring and nurturing are woefully inadequate.

To succeed in the multifaceted communication environment presented by the web, mobile and social media, modern marketers need to embrace a new paradigm for creating and managing Customer Profiles. This new paradigm is known as Customer Profile Management.

This How-To Guide is designed to provide marketers with the information and resources they need to effectively manage their users’/customers’ online experiences based on leading-edge customer profile management and registration systems and strategies.

This 9-page guide includes the following sections:

• Profile Management Opportunity & Challenge
• Best Practices for Profile Management
• Best Practices for Online Registration
• Use Case Scenarios
• Platform Selection Criteria

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About the Sponsor

In late 2004, Founder Larry Drebes and a few engineers began working closely with the early proponents of the OpenID protocol to provide a simple way for companies to solve this problem. Their work laid the foundation for Janrain and what is known today as social log-in.

Today, the Janrain Customer Profile Management Platform makes it easy for companies to truly know their customers and personalize every interaction. Janrain helps you recognize customers across all devices and collect accurate customer profile data to personalize marketing initiatives.