Consumer Identity Management for the CMO, CISO, and CIO  The role of consumer identity management in the business world is undeniable. In 

the past, identity was primarily used as a deciding factor to authenticate 

transactions. If people were successful in verifying who they were, their 

transactions were approved. 

Today, identity is more than just about security. It drives businesses' trust, 

customer experience, emotional connection, and brand value. And, that's incredibly 

enticing to a Chief Marketing Officer (CMO). 

But many of the emerging applications of identity are also posing serious concerns 

with Chief Information Officers (CIOs) and CISOs. Remediating those threats could 

mean CMOs having to compromise with customer experience—something they have 

been working so hard to improve.  

So, now the question arises. Can a CMO, CIO, and CISO work as a team when they 

crossroads? It turns out, they can (for the greater good of an enterprise). 

An example is how these C-suite professionals are treating identity as a shared 

cornerstone that keeps consumers engaged and vulnerabilities under control. 

 

Importance of Consumer IAM  

A modern-day consumer identity management (CIAM) platform safely collects and 

maintains consumer identity and profile data, along with securing access to 

software, devices, and other services in the network. This is a reason why CMOs, 

CISOs, and CIOs of large enterprises see CIAM as a business enabler. 

CIAM is the solution that directly controls your experiences with consumers. 

Elements like registration, authentication, account management, consent and 

preference management, and consumer data security take the lead to the most 

extent. 

The C-suite security, information, and marketing leaders advocate CIAM platforms 

that are seamless and consistent across multiple devices and touchpoints. 

A few other features they look for include: 

● A single view of consumer: The CIAM platform shouldn't create data silos 

across repositories and departments. It should rather offer a single, holistic 

view of consumer identities and behaviors on its platform. For example, you 

should be able to create a comprehensive profile of each consumer with 

exclusive details like purchase histories, usage, buying trends, and more. 

● Omni-channel consumer experience: It involves a credible registration 

process that can be performed and completed on multiple devices and 

establish credentials for login and authentication, which also operates on 

multiple channels. 

● Added security: The evolution of 2FA/MFA (multi-factor authentication) with 

features like biometrics, geo-location, facial recognition, etc. has been 

offering improved levels of security. These features make it easier to detect 

anomalies and unusual activities in a more fuss-free manner. 

● Privacy and regulatory compliance: With the popularity of regulations like 

the GDPR and CCPA catching up, data privacy has become an indispensable 

part of a consumer identity management solution. So, when executives look 

for one, they make sure the platform offers consumers control over their 

data and retract any permission based on their preferences.  

Read more about the Cyber risks for CMOs, CIOs and CISOs and how they can 

overcome them using identity management here: 

https://www.loginradius.com/blog/start-with-identity/2020/09/consumer-identit

y-management-cmo-ciso-cio/