What are the advantages of the use of the customer axis marketing "CIAM" and the points of data infrastructure development that starts with search ID integration by narrowing down conditions

Advanced companies have completed ID integration and system infrastructure.

　Today, where the importance of data is widely recognized in business, it is not just "using data" to divide marketing success or fail.Only after the fact that all data is linked by linking customers to the starting point, it is possible to create a strong marketing organization in the company.

　Takao Shimada, an evangelist of NTT Com online Marketing Solutions, who is on the stage of MARKEZINE DAY 2021 AUTUMN, has been developing a business as a web analysis tool development, product planning and business manager for many years.

　Mr. Shimada pointed out that consumers first started acting based on the guidelines that "digitally can do it with digital."He also states that digital channels such as SNS and official website are increasing as contact points with consumers.

　This situation applies to both Btob / BtoC business models.From a position to support marketing activities of companies, Mr. Shimada said, "Pre -established companies that are enhancing digital channels have already integrated online IDs or linking various data to one ID from the beginning.There is an enterprise system infrastructure that uses the data collected at all channels and timing over the company. "

"CIAM", which holds the key to customer axis marketing

　On the other hand, many large companies with many brands and companies that have repeatedly acquired and merged have not yet developed such marketing platforms.

"In many companies, IDs are different for each brand service, and data can only be obtained at a limited time, such as registration, inquiry, and purchase. I want to promote customer axis marketing throughout the company.However, the data is scarce and it is in a situation where it has to be individual optimal "(Mr. Shimada).

　As a means to solve this problem, Mr. Shimada proposes ID integration using "CIAM (Customer Identity and Access Management)".

　"IAM (IAM (IAM)", which has become the prototype of CIAM, is a mechanism that integrates the ID / access right of corporate employees, and has developed or re -designed it into a customer ID.Mr. Shimada explained.Even though the same ID management is the mechanism that IAM is managed to the company from an information security perspective, CIAM has registered and managed information himself, consent and intends to withdraw the rules.It is characterized by the fact that it can be managed, including.

　In addition to the above, CIAM can be integrated with IDs, can log in to multiple services with a single ID, link with social media IDs and other companies IDs, and increase user convenience, and companies are all phases and channels.It also has a mechanism to get data.

　From here, Mr. Shimada introduced the advantages of using the CIAM, based on the "SAP Customer Data Cloud (CDC)" that the company handles.