In 2019, almost 165 million user records were exposed to data breaches. The rapid transition to remote work this year makes the critical role of online security even more evident. As more and more people exchange sensitive data (such as healthcare records or confidential documents) online, the security risk grows. Besides, modern users need to register in a bunch of digital services, which also increases the threat of data breach.

Fortunately, the tech field offers solutions that help to protect user data and minimize losses. Identity management as a service in cloud computing is one of them. Identity as a service (IDaaS) supports single sign-on, multi-factor authentication, and a range of other features that can help you protect users, achieve regulatory compliance, and empower your marketing team. How? Read on to discover more about:

• What is identity as a service (IDaaS): the main features of IDaaS solutions and who needs them
• Regulations that protect users’ identities. How can identity management as a service in cloud computing help you become compliant?
• Why do marketers need IDaaS tools? Identity as a service electronic direct mail, snail mail, and other channels

What Is Identity as a Service (IDaaS): The Main Features of IDaaS Solutions and Who Needs Them

The concept of providing software “as a service” appeared as an alternative to traditional, installed applications that require continuous maintenance. SaaS solutions are offered on a subscription basis, which means that users receive on-demand software for an affordable monthly fee. No need to worry about complex configuration or physical distribution of tools.

Identity as a service (IDaaS) is a cloud-based authentication software operated by a third-party vendor. It’s a subcategory of SaaS tools that enables businesses of any size to remotely access identity verification and validation features. Although the functionality of IDaaS tools varies, identity management as a service in cloud computing usually includes the following components:

• Single Sign-On (SSO). Identity as a service tool provides a single sign-in point that grants access to several related but independent applications.
• Multi-factor Authentication (MFA). This identity as a service feature requires users to complete several steps before they will be able to sign in. In most cases, it’s a two-step verification implemented for security purposes.
• Access security. Identity management as a service in cloud computing often comprises policy-based access management. It enables you to grant different levels of access to users based on the set policies and rules.
• Analytics and Intelligence. Advanced IDaaS tools include analytics functionality that provides details on the use of access privileges. They enable you to automatically track what users accessed the system, which roles they have, and how they behave.

Regardless of whether you are a small marketing agency or a large bank, identity as a service can boost your business and make it more cost-effective. Since servers are already hosted in the cloud, you won’t need to tinker with installation or hire software engineers. IDaaS makes advanced data security and quick user registration available for non-tech teams. No need to allocate a large share of your budget on in-house software development or maintenance. Even teams with limited tech expertise can sort out how to use identity management as a service in cloud computing. As a result, you get an advanced data security and management solution at a bargain price. Most importantly, your company becomes regulatory compliant and easily earns customers’ trust with its top-notch data security.

Regulations that Protect Users’ Identities. How Can Identity Management as a Service in Cloud Computing Help you Become Compliant?

Even though data security and management are at the core of IDaaS tools, regulatory compliance is a huge secondary benefit. If your company processes customer data for any purpose, be it marketing analytics or financial services, you need to remember about legal limitations. By meeting these legal requirements, you get much more than regulatory compliance. You save your company from financial penalties and uphold the reputation of a socially responsible business. Such a brand image makes your marketing efforts more likely to pay off. Here are some key laws and norms that protect user identity:

• Electronic Communications Privacy Act (ECPA)
• General Data Protection Regulation (GDPR)
• Computer Fraud And Abuse Act (CFAA)
• Fair and Accurate Credit Transactions Act (FACTA)
• Controlling the Assault of Non-Solicited Pornography and Marketing Act (CAN-SPAM Act)
• Children’s Online Privacy Protection Act (COPPA)

All the listed rules are based on the same key principle: The party that provides an IT infrastructure, processes customer data, or sends communications is also responsible for data security. Simply put, you must supply end-users and internal teams with the software that minimizes the risk of data breaches.

Identity management as a service in cloud computing is one of the tools that help to achieve compliance. It increases security with multi-factor identification and single sign-on. Moreover, since identity and access management (IAM) enables companies to segment access permissions, you will obtain only the right data from the right people. This way identity management as a service in cloud computing helps you both control data handling among end-users and increases internal security.

Note that the actual capabilities will depend on the IDaaS tools and features you choose. For example, Inkit, in addition to providing an API integrations platform, also supports audit logs and reporting. It records the progress of every offline communication with customers. As a result, you can make sure that the message was delivered to the necessary person without any data disclosure. Apart from regulatory compliance, some of Inkit’s IDaaS features can power your marketing efforts. More about identity as a service for email marketing, direct mail, and other channels below.

Why Do Marketers Need IDaaS tools? Identity as a Service for Electronic Direct Mail, Snail Mail, and Other Channels

Even though identity as a service may sound too tech-savvy, actually, it significantly benefits non-tech teams, including marketers. Improved data quality and authorization boost electronic direct mail, physical mail, and all other data-driven marketing efforts.

First, by offering customers a single sign-in to your applications, you simplify the registration and login procedure. This is particularly critical for software providers or large enterprises that support a range of services. Users don’t need to sign in to every tool separately, which optimizes their journey and makes your product more convenient.

On the other hand, identity as a service capabilities enable marketers to better manage their workflow. Since all the data can be accessed through a single entry point, marketing teams don’t waste time installing tools and switching between them. Such IDaaS functionality is provided in API platforms, including Inkit, that support multiple integrations with third-party marketing tools. This allows marketers to connect email marketing campaigns, electronic direct mail, social media, and other channels within one system. Synchronized marketing always yields better results.

Apart from some basic identity as a service features, Inkit also supports identity validation and data enrichment. After a quick integration, it will automatically verify customer data and enhance it with additional information. For example, you will be able to create a reliable mailing list for sending postcards based only on customers’ email addresses. To learn how to use Inkit for data enrichment and validation, read this article.

Inkit is also currently working on new identity as a service features that will be available soon. Subscribe to Inkit and be first to try them out.