Twitter Facebook LinkedIn Flipboard 0 Growth in consumer demands for personalization, omni-channel experiences and data transparency caused leading brands to reevaluate the way they collect, store and apply customer identity data in 2014. As 2015 draws near, we’ve taken stock of growing trends, examined industry forecasts and consulted our crystal ball to compile a list of ten consumer identity-related predictions poised to impact businesses over the course of the next year. Last week, we shared our fourth and fifth predictions for 2015. Now, let’s take a look at the next two predictions on our list. Prediction #6: Yahoo’s Presence as an IdP Will Disappear It’s hard to believe that Yahoo’s quarterly share of social logins has fallen from a notable 18% to a dismal 6% in just one year. Not to mention, the network’s once 21% share of logins across North America has dropped 15 percentage points since Q3 2013. Once an identity provider of note, Yahoo will continue to face a steady decline as networks like Facebook and Google+ edge the company out of the IdP game. Despite its attempt to own consumer identity on its “home base” by barring Facebook and Google+ login across major Yahoo properties, Yahoo will have to find a way to increase the value of users’ Yahoo identities to continue to rank as a third-party IdP – a move that the network is unlikely to make. Prediction #7: Customer Identity Will Become Integral to the Success of Marketing According to a recent Experian survey, only 24% of businesses claim to have a single view of their customers across channels. As consumers create an increasing volume of data across a growing breadth of touchpoints and devices, a clear understanding of identity will become imperative to building meaningful customer journeys and relationships. Consumer-facing businesses will need to reconstruct the way they collect and manage customer identities, and marketing and IT will have to work together to put a comprehensive external identity management strategy in place. Twitter Tweet Facebook Share Email This article originally appeared on Gigya's Blog and has been republished with permission.Find out how to syndicate your content with B2C Author: Connor Brooke Connor is a Scottish financial expert, specialising in wealth management and equity investing. Based in Glasgow, Connor writes full-time for a wide selection of financial websites, whilst also providing startup consulting to small businesses. Holding a Bachelor’s degree in Finance, and a Master’s degree in Investment Fund Management, Connor has … View full profile ›More by this author:ACH Crypto Price Prediction 2022 – Is it a Buy?Lucky Block Partners with Dillian Whyte ahead of Heavyweight Showdown with Tyson FuryNFT Pixel Art – The Best NFT Collections for 2022