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BizReport : Social Marketing : December 21, 2012

Janrain, Neolane launches to offer more through social

Two new solutions space promises to enhance the user experience while offering rich information to retail brands. The newest update to Janrain's User Management solution collects rich data as the shopper fills out customized registration forms. And from Neolane, the ability to tap into Facebook data.

by Kristina Knight

"The Janrain User Management Platform has been a valuable asset to our customers looking to improve user intelligence and increase their marketing efficacy since we introduced it in 2008," said Larry Drebes, Janrain CEO. "Now, with the third generation release of our platform, hundreds of major organization that turn to Janrain to power critical registration functionality on their website get an even more robust solution, right out of the box, to support those efforts."

Data collection tools include registration forms, polls/surveys, the inclusion of contests and promotions as well as newsletter sign ups. From the dash, retailers and other businesses can delve into the information provided on sign-up to help create a more personalized experience for the shopper on the next visit.

Site registrations have proven problematic for brands, as some shoppers don't want to register; Janrain's product allows shoppers to use a prepared social identity - like their Facebook profile - to simplify the process. And, for brands, the registrations are customized so that only the most important information is asked for upon sign up.

Meanwhile, from Neolane, a toolset that will allow social brands to access the Facebook Open Graph for real time data. Through the tools, Neolane users will be able to collect actions on Facebook to opt-in consumers, giving them the ability to better target information to social consumers.

"Each month through Facebook applications, 25 million people share their music preferences, 16 million share videos they have viewed, and 30 million share the articles they have read. However, many marketers are still unable to integrate this data into their existing marketing systems to improve customer communications," said Stephane Dehoche, president and CEO, Neolane. "This customer and prospect data is a tremendous, untapped asset that marketers can't afford to ignore. By collecting users' actions through Open Graph, Neolane allows marketers to utilize this real-time information to deliver personalized cross-channel experiences that increase sales and build loyalty."

Tags: Janrain, Neolane, social marketing, social networking tools, social trends

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