This week, Janrain announced a new segments feature. It joins a suite of tools surrounding Janrain’s core user login feature. Customers are obviously key to a business, so it makes sense there is a ton of value in data tacked on to user accounts.
Here’s how Janrain describes segments:
For years, Janrain has been responsible for the customer identity, allowing customers to connect with brands whenever and wherever they choose. Now, we are extending our platform to help make sense of all the rich data that we collect; and make it easier than ever for brands to build targeted communications across all channels.
As mentioned in the User Login comparison page, Janrain is the most enterprise-focused of its competitors. Therefore, it’s natural that the company also is thinking about what can be layered on to the login experience for its customers. The open question is whether most companies want an all-in-one platform or to choose the individual components.
Almost every application needs a way to register users, through social accounts or directly via email. It’s a repeatable, laborious process for developers, which makes User Login APIs a quick win. But it could be the small taste, the gateway to much larger opportunities within user data.
Expect to see other User Login APIs expand the profiling and data analysis features beyond simple authentication.