Gigya’s Customer Identity Management platform is helping companies build trusted digital relationships with over 1.3 billion consumers worldwide. With Gigya’s technology, businesses can increase registrations and identify customers across devices, consolidate data into rich customer profiles and provide better services, products and experiences by integrating the data more effectively into marketing and service applications.

At a time when there is a growing level of mistrust in how companies use customer data, Gigya sought to educate brands how best to respond to demands for personalisation. It wanted to prove that brands that implement succinct privacy policies that put the customer in control and deploy platforms that strengthen consumer data security will ultimately gain consumer trust.

Arlington Research polled more than 4,000 UK and US adults, finding that two thirds (68%) were concerned how brands currently used their personal data. A similar number (69%) worried about security and the privacy risks inherent in the new breed of Internet of Things (IoT) devices such as fitness trackers, smart watches and connected cars.

The research was used as fuel for a PR campaign that generated wide-spread coverage in both the UK and US. Gigya was overjoyed with the research as it provided strong content for press releases, viewpoints and rapid response work throughout the campaign.