IBM’s Universal Behavioral Exchange (UBX) allows visitor data to be shared across the ecosystem of marketing technologies that a customer employs, without having to generate a series of point-to-point integrations. Using the UBX platform, behavioral and profile data from a UBX partner can be made available to any marketing automation tool, analytics service, or other application, in a standard format, enabling marketers to put better quality customer data into relevant campaigns, faster.
As a UBX partner, Gigya can plug into all IBM marketing technologies – including Silverpop, Interact (Unica), Digital Analytics, and any partner technologies integrated with UBX – through one single integration point.
The guide in this page demonstrates how Gigya user identities and first-party social profiles can be shared into the UBX pipeline in real time, triggered by user events. Once the data is available in the UBX pipeline, it can be read by any other UBX partner application in real time.
Silverpop Use Case: Using Gigya Data for Better Marketing Campaigns
For users of Silverpop's marketing tools and services, integrating with Gigya through UBX means pouring Gigya's user profile and social data directly into the Silverpop database in real time, creating a richer, fuller picture of the customer.
Data sharing to UBX is triggered by Gigya user events, such as a user logging in, registering, sharing content through one of their social networks, or posting a comment on a webpage in your site.
When an event occurs, the integration transmits the event details to the UBX system – along with Gigya's rich store of user information, including the user's profile data, social network identities, work, education, demographic details, likes, favorites and more.
The data is translated into standard UBX field names and types, and published in the UBX pipeline.
As a UBX partner that is subscribed to Gigya events, Silverpop is notified of the new event and receives all the accompanying data in real time.
Some powerful new capabilities created by the synergy with Gigya are:
- Newly registered users are identified and can be targeted immediately.
- Data can be used to define new segmentations, e.g. based on recent logins to the website.
- With the user's Facebook and Twitter IDs imported from Gigya, Silverpop can look up further information on social networks.
Interact Use Case: Using Gigya Data in Real Time for New Segmentations
Integrating Gigya with IBM Interact (formerly Unica Interact) through UBX creates new possibilities for segmenting users in real time and delivering more personalized messages, whether through ad serving, recommendations, or any other tool.
The following chart shows how UBX allows you to leverage Gigya social data for better segmentation .
You must have active Gigya and UBX accounts.
The following outlines a simple implementation. Contact your Gigya Implementation Consultant for more information on implementing this integration.
1. Register Gigya as a Publisher Endpoint
In your site's UBX ecosystem, each endpoint (partner application/service) is a publisher of data and/or a subscriber to data.
In this one-time step, which is carried out with a call to the UBX API, we register Gigya as a publisher endpoint for your site. Afterwards, any UBX application that is registered as a subscriber endpoint can be subscribed to receive events and data from Gigya.
This will be performed for you by the Gigya team.
2. Get Authentication Key
To use the integration, you must first get your authentication key for Gigya from the UBX UI.
3. Register Gigya Events
In addition to registering Gigya as a publisher endpoint, each type of event that is to be published to UBX has to be registered first using the UBX API. The event type is registered using the code provided by the UBX taxonomy for that class of events.
Once an event type is registered, it is added to an event index, so that other applications and services that are registered as UBX subscriber endpoints in your websites are able to subscribe to it.
This will be performed for you by the Gigya team.
Available Gigya Events
While the examples in this page deal with the Login event, many other events triggered by Gigya can be registered in a similar manner to be shared with UBX whenever such events occur in your website.
Here are some examples of events triggered by Gigya:
- onLogin - User logs into Gigya successfully
- onLogout - User logs out from Gigya
- onConnectionAdded - User is connected to a provider
onConnectionRemoved - User is disconnected from a provider
- onCommentSubmitted - User posts a comment (event triggered by Gigya's Comments plugin)
- onReactionClicked - User selects one of the reaction buttons (such as "Funny", "Weird", "Inspiring") (triggered by Gigya's Reactions plugin)
- onNewLevel - User reaches a new level (unlocks a new badge) in the website (event triggered by Gigya's )
For more information about Gigya events, see Events.
For more information about the events triggered by a specific Gigya plugin, refer to that plugin's documentation.
4. Publish Events to UBX
To start publishing events, add the following line to your main site code.
This will include the Gigya-UBX integration SDK and perform the following:
- Capture Gigya events in your website (currently, the Gigya Login event)
- Send these events to the Gigya-UBX integration server.
The Gigya-UBX integration server then does the following:
- Validate the user
- Retrieve the user's profile data from Gigya
- Convert it to a format readable by UBX
- Publish the event to UBX along with the user data.