This week, Denmark-based Falcon Social released new technology for its social media management platform to allow social logins for websites, combining social profiles with analytics to better tailor customer experiences.

CEO Ulrik Bo Larsen told CMSWire that its Connect technology allows companies to find such correlations as "the size of checkout baskets for customers that 'like' [that company's] Facebook page versus customers who don't."

Carlsberg's 'Age Gate'

Brands can also "map which types of customer interests and hobbies tend to lead to completed purchases," he said, compared to the "interests of customers who leave their shopping basket without completing the purchase." Social profiles can also be used to "streamline the checkout process by pulling data from the social login source to pre-fill fields required to complete checkout."

As an example use case, he pointed to the Carlsberg Group, the beer makers. That company is using Connect to create an "age gate" for their current process of authentication, in order to confirm that "visitors are over 21 years old."

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Falcon Social screens featuring Connect.

"We're working with them, across several [of their] brands, to use data from customer Facebook profiles – age, gender, location, page likes – to customize the web experience by combining rich social data with our existing analytics," he said.

While other companies provide social sign-ins – Janrain, Gigya, and Facebook itself among them -- Larsen said that "no other social media management or social relationship management" company does. Currently, only Facebook social logins are supported by Connect, but others are expected soon.

The 'Missing Link'

Connect, he says, allows brands to "depend on Falcon to map the entire customer lifecycle online," instead of integrating with sign-on providers. That lifecycle mapping includes "monitoring for engagement and activity across all social channels, on-site profile management and purchase history, and information available from Google Analytics."

And, while other platforms map the customer journey, Larsen said the "missing link [is] the social aspect of analytics and insights" that cannot be included if the data focuses only on demographics, age, time spent on the site and the like.

"We leverage those insights too," he told us, but the added dimension of social insights makes them come alive.

Solely relying on demographics and age paints an incomplete picture, he said, because "an 18- year-old girl in New York City and a 67-year-old man a few blocks away can both like rock music." But the social aspect can distinguish between them, by including hobbies and interests.

Photo from Falcon Social