STV implemented Gigya's Customer Identity Management platform to create a unified customer profile and improve their digital experience. This allowed STV to gain insights into viewer content consumption and engage customers more personally. After integrating Gigya, STV saw improvements in click-through rates by 21.4%, open rates by 14.5%, and overall conversion rates by 45%. Gigya helped STV address data privacy regulations and provide a more personalized experience for viewers.

1. CASE STUDY
About STV
Scottish Television, or STV, is Scotland’s leading digital
media brand, with a broadcast channel reaching 3.5
million viewers each month, and online and on-demand
services including Scotland’s most popular commercial
media website: stv.tv.
The Challenge
STV initially implemented a social login plugin on its digital
properties. The goal was to leverage data from Facebook, Google,
and Twitter to drive a more personalised and engaging viewer
experience. However, shortly after this initial integration, Facebook
began charging companies to use its data to inform ad targeting.
Meanwhile, STV learned from their World Cup 2014 digital programs
that viewers would register for accounts and share personal
information to receive more relevant content.
With no prior customer identity system in place, STV saw an
opportunity to use consumer-generated data to improve viewer
engagement with their digital products and services. To do this,
STV needed to know who each customer was and understand
their overall customer journey. About choosing Gigya, Andy
McLennan, product manager, data for STV said, “We think our
Gigya implementation is clean and concise. We are not just taking
the data for the sake of it. We’re taking it to know where our
customers are and what they are watching with the objective of
providing them with better services.”
A current and future challenge for STV is to identify customers
accessing their Player apps via connected TVs. The company tried
asking customers to authenticate by opening a web browser to
register or inputting a code presented on the TV screen, but the
registration rate hovered at a disappointing 20%. With 30-40% of
STV Player’s audience viewing on connected TVs, the company
is striving to identify these viewers. STV is looking to Gigya and
future authentication innovations to help solve this challenge.
STV Boosts Viewer
Engagement and Campaign
Yields with Gigya
SUCCESS HIGHLIGHTS
• Went live in less than 6 months
14.5
Improved
click-through
rates by 21.4%
Improved open
rates by 14.5%
Improved
overall
conversion
rates by 45%
21.4
45

2. CASE STUDY
The Solution
To create a better online experience, STV implemented Gigya’s
Customer Identity Management platform in just 6 months. STV’s
development team had limited knowledge in this field and needed
Gigya to handle the back end component, and the integration
wasn’t without its challenges. Gigya account management and
support were on hand to ease that burden, getting STV to a place
where their front end integration met its business requirements.
Now, viewers create new accounts by entering minimal information,
while still providing the data STV needs to optimise their services
and deliver a personalised experience for viewers as they access
content and communications.
Gigya has helped STV unlock a single customer view to gain
insights into content consumption, inquiries, quality of service and
marketing data. The company now has a single source of truth
and a unified repository of all data on key customer interactions,
including data pulled from a mobile marketing platform, video and
display ad servers, marketing systems, social interactions and
customer inquiries.
As STV’s legal team began preparing for the EU General Data
Protection Regulation (GDPR), more than a year before the
enforcement deadline, they started to add additional details for
consumer consent into their privacy terms and conditions. As a result,
STV is now more transparent with viewers about why STV collects
personal data, what is being done with it, and ensuring that data
is secure. McLennan explains, “The safe and secure storage and
protection of customer data is critical to STV and we have a greater
level of trust in Gigya than we could currently accommodate in-house.”
The Benefits
In combining data from their analytical measurement technologies,
such as Adobe, Experian, IBM, and especially Gigya within their
‘single customer view’, STV identifies the types of shows each viewer
watches, where they live, and as a result has the ability to engage
with them on a more personal level. STV plans to integrate more of
its marketing technology stack into Gigya’s ‘single customer view’ to
enable additional programmatic methods. As McLennan states, “We
need to use that data, be transparent with our customers and strive
to enhance customer experience and product quality as much as
possible. Without the combination of in-depth analytics and a robust
customer identity tool in Gigya, we would be unable to do so.”
Profile Management
Single Sign-On
Registration-as-a-Service
FEATURES:
Identity Exchange (IDX)

3. © 2017 Gigya, Inc. | 2513 East Charleston Road #200, Mountain View, CA 94043 | T: (650) 353.7230 | www.gigya.com
Gigya, the Gigya logo, and Customer Identity Management Platform are either registered trademarks or trademarks of Gigya Incorporated in the United States and/or other countries. All other
trademarks are the property of their respective owners. Gigya does not own any end user data or maintain any other rights to this data, other than utilizing it to make Gigya’s services available
to our clients and their end users. Gigya acts as an agent or back-end vendor of its client’s website or mobile application, to which the end user of our client granted permissions (if applicable).
Gigya facilitates the collection, transfer and storage of end user data solely on behalf of its clients and at its clients’ direction. For more information, please see Gigya’s Privacy Policy, available at
http://www.gigya.com/privacy-policy/.
Gigya_Case_Study_STV_201710
WE THINK OUR GIGYA
IMPLEMENTATION IS
CLEAN AND CONCISE. WE
ARE NOT JUST TAKING
THE DATA FOR THE SAKE
OF IT. WE’RE TAKING IT TO
KNOW WHERE OUR
CUSTOMERS ARE AND
WHAT THEY ARE
WATCHING WITH THE
OBJECTIVE OF PROVIDING
THEM WITH BETTER
SERVICES …AND WE
CAN’T DO THAT WITHOUT
KNOWING OUR
CUSTOMER THROUGH
THE GIGYA PLATFORM.
Andy McLennan,
Product Manager, Data
Since implementing Gigya for their STV video player, the company
has seen a marked improvement in performance for retargeting
ads and their various newsletter offerings. More personalised
content and promotions in these newsletters has played a part in
improving open rates by 14.5% and clickthrough rates by 21.4%.
STV is also targeting its customer emails more effectively, reducing
its total audience list by more than 35%.
Here’s a good example of the personalization STV has achieved:
In May, the Scottish Children’s Lottery team sent a £1 free code
to two lists:
• Guys Under 45 received an email with “Jennifer” imagery and
the subject of “A gift from Jennifer.”
• Women Over 45 received an email with “Sean” imagery and
the subject of “A gift from Sean.”
The email open rates of 34% for “Sean” and 40% for “Jennifer”
were significantly higher than the previous average of 24% for a
non-segmented list. Click rates were also impressive, with 10% for
“Sean” and 8% for “Jennifer,” much higher than the previous average
of 2.4%. This is only feasible with customer identity in place and
audience segmentation at the data team’s disposal. Furthermore, of
the “Sean” list, 7.3% of customers converted and used their code, a
65% increase over their previous 4.4% conversion rate. For “Jennifer”
recipients, 5.5% converted, a 25% increase.
In addition to a growing number of newsletter subscribers, STV
increased ad sales by feeding first-party data from Gigya to
its enhanced Video On Demand (VoD) product. The accurate
targeting resulting from the integration has increased the value of
STV’s content to ad buyers.