Observed Signal · Jan 14, 2022 · Editorial · Source: CMSWire · Impact: 2/5 · Sentiment: Positive
Consent and Preference Management Key to Privacy-Personalization Balance
CMSWire explores how consent and preference management can help marketers balance privacy and personalization. The article explains consent management as obtaining permission to collect and use data, while preference management captures customers' stated communication choices, creating zero-party data. It argues that combining these functions can build trust, ensure compliance, and improve marketing efficiency. Industry experts Quimby Melton of Confection.io and Susan Raab of the CDP Institute discuss the need for marketing to take ownership of privacy systems, adopt privacy-by-design, and integrate consent and preference into customer experience strategies. The piece also outlines system considerations, including workflows, omni-channel connectivity, and resilience to cookie and device ID disruptions.
Provides in-depth analysis of consent and preference management as a strategic opportunity for marketers balancing privacy and personalization; relevant to MarTech/AdTech practices but not a breaking industry event.
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Key Takeaways & Evidence Grounding
- Consent management requires asking users for permission to collect, process, and store their data for marketing activities.
- Preference management captures customers' stated preferences on communication time, frequency, channels, and topics.
- Customer-provided preference data, also called zero-party data, is described as the strongest form of first-party data.
- Quimby Melton, CEO of Confection.io, says marketing is best positioned to turn compliance into a value-adding function.
- Susan Raab of the CDP Institute says companies must address privacy with a privacy-by-design approach due to new regulations.
Connected Companies & Entities
1 Entity mapped“Susan Raab, managing partner of the CDP Institute and editor of the weekly Privacy to Market newsletter, also feels that the days of legal a...”
Ontology Mapping & Concepts
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