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Overview

Gigya’s integration with Marketo enables easy and efficient integration of Gigya's rich, permission-based social and other profile info with Marketo's marketing automation software.

The integration is an automated transfer of user data between Gigya and Marketo (in both directions), used for synchronizing the entire user list between Gigya and Marketo and performing daily updates, including:

  •     Creating and updating users in Marketo based on information from Gigya.
  •     Updating user data in Gigya based on information from Marketo.

Integration is performed using IdentitySync, Gigya's data transfer platform, by passing values from Gigya user account fields such as name, age, address or email to corresponding fields on the target system. The integration supports native single value fields, such as name or email address, as well as complex custom fields such as Facebook likes or favorites.

Integration Requirements

The integration between Gigya and Marketo requires the following steps to set up:

Marketo Configuration

Defining Custom Fields in Marketo

Throughout the configuration of your Marketo account to integrate data with Gigya, you will have to define a few custom fields for Marketo to hold custom data obtained from Gigya.
This section describes generically how to add custom fields to the Lead database in Marketo. 

  • Go to the admin panel by clicking on  on the top right navigation bar.
  • Select Field Management from the list:

  • From the Field Actions menu select New Custom Field:

  • A new custom field dialog will open, with the fields: Type, Name and API Name.
    • For Type select the type of field that you wish to create.
    • Under Name enter the name of your new field. You will notice that when you type in the name, the API Name field will be filled automatically with the name of the field. You can change it or leave it as is, just note that this is the reference to the field when performing data updates (the API Name should be used when mapping fields between Gigya and Marketo).

  • Click Create and you're done. The new field is now a part of the lead info in Marketo.

Adding a Gigya User ID to the Leads Info Fields

First you should add a field for the Gigya ID to the lead info database in your Marketo account. Transfers of data from Marketo to Gigya are faster and more effective if Marketo contacts also hold their Gigya user ID. 

To do so, follow the simple steps described in the Defining custom fields section:

  • Under Type, select String.
  • Under Name, enter GUID.

Click Create and you're done. The GUID field is now a part of the lead info in Marketo.

In the Field mapping section, make sure to map the API name to the corresponding Gigya field (i.e gUID = UID).

Defining Custom Fields for Storing Facebook Likes and Favorites

In order to integrate social data on user likes and favorites from Gigya to Marketo, you need to define these as Custom fields in Marketo. Follow the steps described in the Defining custom fields section:

  • Under Type, select Text area.
  • Under Name, enter Likes. You can name the field however you like, although it is recommended to select a name that describes the value of the field, for example: Likes or fbLikes for likes.

Click Create to add the field to the lead info database in Marketo.

In the Field mapping section, make sure to map the API name of the newly created field to the corresponding Gigya field (i.e. Likes = profile.likes). 

Marketo Field Mapping Names

To get a list of Marketo API names for field mapping, follow these steps:

  • Go to the Admin section in your Marketo account by clicking on 
  • Click Field Management
  • Click Export field names from the action panel at the top of the screen:
  • The field names will be exported as an Excel sheet to your hard drive.
    Gigya supports fields and field names from the SOAP API Name column.

Note: Users who use Marketo's Social fields can also populate them via field mapping 

Marketo User Credentials

The Marketo configuration with Gigya requires your unique Marketo web services credentials. That is, Marketo issues an API endpoint for each user to send requests to along with a user ID and a secret key.
These credentials can be obtained by:

  • Accessing the Admin panel on your Marketo account by clicking 
  • Click the Web Services Link on the right side panel.
  • In the Soap API box you will find your user credentials for the Marketo Gigya configuration:
    • User ID - the field to be set as the marketoUserId field.
    • Encryption key - should be used for the marketoSecretKey field.
    • Endpoint - the URL for the Soap URL field.

Gigya Configuration for Inbound Transfers

Inbound flows update existing users on the Gigya database. If your implementation allows the creation of new users on the ESP regardless of whether they exist on Gigya, you should contact your Customer Engagement Executive to assist in supporting this.

 

Decide which Gigya fields will be updated with Marketo data (e.g. whether to update subscription information in data.subscribed, a different "data" field for subscriptions, or a communication preferences field)

Depending on the data you want to sync from Marketo to Gigya, you may need to add custom fields to Gigya's schema for inbound data transfers (sending data updates from Marketo to Gigya).
Adding custom fields can be done in different ways:

Setting Up IdentitySync

Open the Dataflows page in Gigya's Console, and create a new dataflow: 

In IdentitySync Studio, insert the values you have prepared, to the relevant fields. For example, double-click the Marketo step to enter the Marketo endpoint and credentials. Hover over the question marks for in-app help.

 

Complete the rest of the parameters using the Component Repository and IdentitySync implementation guides.

Set up a test implementation, and schedule the dataflow.

 

Using The Integration

Data as it will Appear on Marketo

Filtering Based on Likes and Favorites

Marketo will hold the Likes and Favorites data, once integrated, as a flattened JSON object. To filter data based on the custom social data from Gigya, you will need to create a new Smart List:

  • From the Lead database section select Smart list > New > New smart List:
  • A New smart list dialog will open with the fields Folder, Name and Description. Select the folder in which you wish to place the list, and type a name for the list. It is recommended to select a meaningful name, for example - if you are filtering based on likes data, you can call the list likes. Once you are done filling in the list parameters, click Create to create the list:
  • Next we want to add a filter to the list. From the right-side menu, select the Lead Attributes folder. Select the field you want to use as a filter and drag it to the list body:

  • Select Contains from the drop-down menu on the left side of the filter box:

  • To complete the filter, enter the value you want to filter by in the right-side text box. For example, if you want to filter leads who like basketball, enter the keyword basketball.

  • Click the Leads tab to view the filtered values.