• by Felicia Greiff , December 8, 2015

Gigya, a customer identity platform, launched Profile Management, a repository offering cloud-based profile management.

In an email, the company said the product is different from traditional identity repositories because of its dynamic schema architecture -- meaning users can capture, normalize, search and segment both relational (name, email address, zip code, etc.) and unstructured (likes, interests, on-site activities, etc.) data to understand customers on a deeper level.

The product can serve as the source of customer identity info that can be used across multiple assets in a company, Suresh Sridharan, senior director-technology and product strategy, said in an email.

“We're on a mission to become the customer data management system of record for B2C businesses,” Sridharan added.

Marketers can use Profile Management’s data with marketing and service applications, including email automation platforms, recommendation engines, web analytics sites and push notification systems. Gigya's IDX Marketplace includes DMPs (data management platforms) like Adobe Analytics, BlueConic, DoubleClick, Krux and Lotame.

Founded in 2006 and headquartered in Mountain View, Calif., the ad tech company’s products include Registration-as-a-Service (RaaS) and Social Login. Recently, the company announced a tech integration with Radiant Logic. Last year, Gigya announced it had raised $35 million in growth capital for a total of $104 million in funding.