Despite an uptick in consumer usage, marketers remain skeptical of social login’s value. Just 17% of recently surveyed marketers offer social login on their websites, while 54% have no plans to implement this tool.

But according to a new Forrester report, marketers should not overlook social login as an element in their social depth strategy, thanks to the data it can provide around consumer actions and preferences:

“Marketers are missing out on a huge opportunity,” writes Senior Analyst Kim Celestre in a new blog post. “Social login is not a standalone social depth tactic,” she says in her new research. “Rather, it’s a complementary tool that can make registration easier for site visitors; minimize password management for your security team; and, through smart use of data, increase both your understanding of your customers’ brand exploration needs and the depth of their engagement.”

To learn more about this research, visit the Marketing Leadership blog here.