What will marketing look like after we implement SSO?

[Madison_Lundqui]

Hi there! We are looking at implementing SSO for our organization's website in the next couple years. We are a B2B, member-based non-profit that provides research and best practices to our users...

I have tried searching the web, but have had a hard time filtering through all the "how to implement" and "what is SSO" articles, and can't find anything that says "what will happen to marketing data with the implementation of SSO". I wanted to reach out to the Marketo community to see if anyone has implemented SSO at your organization, and if so, how have your marketing efforts evolved? 

I know web page traffic will be lost, but will we also lose custom activity data such as content consumption, web form fill outs, etc.?

[SanfordWhiteman]

Not totally sure what you're driving at here. Using SSO for all logged-in users doesn't have to deprive you of information other than their password. No inherent reason for SSO to deprive you of tracking - the opposite really, if you can require everyone to log in then nobody is anonymous.