Centralized Identity Management for
Equine Network

Client

Equine
Network

Industry

Media

Services

Integrations

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About
the Client

Equine Network, the largest subscription-based organization for the equine community, manages multiple media companies. Each company had its own user authentication system, creating inefficiencies in user management, marketing, and audience targeting. Equine Network needed a centralized identity management system to unify its user data, streamline marketing efforts, and provide a seamless user experience across its platforms.

Problem

Equine Network faced the following issues before partnering with South Target:

  1. Fragmented User Systems: Each media company had its own login system, making it difficult to track users and gather insights across the network.
  2. Inefficient Marketing: Without a unified system, gathering marketing data was cumbersome, requiring data aggregation from multiple platforms.
  3. Complicated User Experience: Users had to create separate accounts for each platform, leading to a poor overall user experience.
  4. Limited Audience Insights: Equine Network had a hard time collecting valuable customer information for personalized marketing strategies.

Solution

South Target designed and implemented a centralized identity management solution, focusing on the following key aspects:

# 1
Centralized
User Tracking

We built a system where all user data from across Equine Network’s platforms is stored in a single database on Azure, offering a unified view of customer activity.

# 2
Password-less Login

 Implementing , we adapted a password-less login mechanism, allowing users to log in using their email or phone number with a one-time password (OTP). This enhanced security and ease of access for users.

# 3
Marketing Data
Collection

The system was integrated with marketing tools to collect key user information, such as ZIP codes and product consumption frequency, enabling the marketing team to create personalized campaigns.

Results

# 1
Streamlined
User Experience

Users can now log in to any Equine Network platform using a password-less mechanism, eliminating the need for multiple accounts and passwords.

# 2
Centralized Data
& Insights

Equine Network now has a unified system where all user data is consolidated in a single platform, making it easy to track metrics like total users, monthly active users, and engagement across sites.

# 3
Enhanced Marketing
Capabilities

With personalized customer data, including geographic locations and product preferences, the marketing team can create more effective, targeted campaigns.

# 4
Improved Security

The implementation of password-less authentication has reduced the risk of password-related security breaches while simplifying the user login process.

Why South Target Was the Right Choice

South Target’s experience in developing automated systems and integrating third-party solutions like HubSpot and Stripe made them the ideal partner for Royal Legal Solutions. By understanding their specific operational challenges and collaborating closely throughout the development process, South Target delivered a tailored solution that perfectly aligned with the firm’s goals.

Further Benefits of the
Centralized System

# 1
Single Source
of Truth

Equine Network now has a centralized repository for all user data, making it easier to gather insights and track user behavior across the network.

# 2
Enhanced User
Retention

The password-less login feature significantly improves user retention and login success rates, as users no longer need to remember complex passwords.

# 3
Improved Audience
Targeting

With detailed user data, Equine Network’s marketing team can now segment their audience more effectively and deliver personalized content that resonates with specific customer groups.

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Colin Bunn

Colin Bunn

CTO at Equine Network

On Trustpilot

“South Target has helped us in so many ways across so many technologies. From back-of-the-napkin to back-end engineering, South Target is where problems go to die. One of my favorite aspects of our relationship with South Target is their ability to listen, learn and interface with ‘non-technical’ users.”

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