MarketResearch.com (MRDC) activated Single Sign-on (SSO) for a corporate client, doubling the account’s active users, increasing the value of their service, and significantly boosting customer engagement.
MarketResearch.com (MRDC) is a distribution service for over 400 publishers and a publisher of market research insights. They leverage Publish Interactive technology in their publishing division to offer subscription access to their various brands, including Freedonia Group, Freedonia Focus Reports, Packaged Facts, and Simba Information. Their clients are corporate entities, generally with a broad interest in the overall collection from one of the brands.
Password prompts prevent easy access to content
Username and password prompts interrupt the user journey and present a potential barrier to accessing services. While modern browsers help the user by saving log-in credentials, passwords are inevitably forgotten or expire.
If subscribers successfully enter their password the first time, they will complete their task unimpeded. However, if they forget their password, it may take several attempts, and even a password reset to access an application.
“Any time there is a barrier to accessing something, it reduces the likelihood that we use it,” says Ned Zimmerman, Director, Technical Publishing Operations & Analytical Support at MRDC. “Most of our clients’ users are not in our platform on a daily basis, so remembering their username/password becomes more of an issue.”
SSO reduces the likelihood of a user forgetting their log-in credentials and abandoning their task. For publishers like MRDC, SSO diminishes the barriers users face when researching and collating information, resulting in their content becoming increasingly embedded in end-user workflows and integral to the completion of business-critical tasks.
Simplified password management with SSO
With SSO enabled, employees of an organisation need just one username and password to access all applications for which they have permission.
For example, an employee who needs access to four applications during their working day must go through four separate log-in sequences. With SSO, they need just one set of log-in credentials to access all four services.
MRDC implemented SSO for a corporate client to simplify password administration and improve security while making it easier for subscribers to access research products. In the first months after activation, active user figures doubled. They also significantly boosted the client’s engagement with the platform and increased the value the client receives.
“Not only did we make it easier for new users to gain access to the service, but we also made it easier for existing users to reach the content as well,” reveals Ned. “For us, we have an additional value proposition we can offer our clients when they consider our services, and we have more client engagement, which then smooths the renewal process.”
“We now have an additional value proposition we can offer our clients when they consider our services, and we have more client engagement, which then smooths the renewal process.”
Director, Technical Publishing Operations & Analytical Support
To integrate SSO with Publish Interactive technology, the client must already use this service within their organisation. We support OAuth SSO via Okta and Azure Active Directory. Ned concludes: “We have other services where we have also implemented SSO and working with the Publish Interactive team we were able to add this without too much difficulty.”
Some of the benefits of SSO for publishers of market analysis include:
- Frictionless account access allows users to get more value from subscriptions by embedding content seamlessly into end-user workflows.
- Provides a superior sign-in experience for subscribers by reducing or eliminating sign-in prompts.
- Strengthens publishers’ value propositions, resulting in improved client engagement and renewal rates.
- Limits the reuse of usernames and passwords across apps to reduce the risk of security breaches.
- End-user workflow
- User Journey