HOW TO: Personalize Your Marketing With Social Data. Patrick Salyer is CEO of Gigya. Gigya makes sites social by integrating a suite of plugins like Social Login, Social Analytics and Game Mechanics into websites. He can be reached on Twitter @patricksalyer. The term “permission marketing” seems pretty self-explanatory. It encompasses activities like someone opting-in to receive emails from your company or promotional offers from partners. While social data opens up a world of opportunity for marketers, it’s also important to balance gathering data on your customers and, well … creeping them out. One of the easiest ways to gain access to social data is to enable social login on your website. Transparency is a Good Thing Gaining access to social data doesn't have to be a shell game. Don’t Get Greedy Social network profiles come with more information than you really need. So just ask for the pieces of profile data which you think will be most helpful to your business. What to Do With Social Data?
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