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Unify consented data to power your tech stack

Privacy-first experiences, happier customers, regulatory compliance, and finally, a healthier bottom line

Param Gopalasamy,
Content Marketing Specialist - CIPP/E, CIPP/US, CIPM
December 27, 2023

Privacy-first marketing
Bridging the gap in the consumer journey
Building a resilient marketing ecosystem

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Privacy-first marketing

In the digital age, consumer data is the cornerstone of effective marketing. However, the growing concern for privacy has led businesses to seek solutions that balance marketing needs with consumer rights. The common misconception in the market is the belief that existing data warehouses and marketing automation systems are sufficient to handle consent on their own.

Many organizations believe their current tech stacks, with various data and marketing tools, are adequate for managing consumer consent and preferences. However, this approach often leads to fragmented and inefficient consent management. Traditional systems are not designed to handle the complexities of modern data privacy regulations, which are continuously evolving. The risk? Non-compliance and potential damage to brand reputation.

A centralized consent management platform

A consent management solution is not just another tool in your arsenal; it’s a critical component that complements and enhances your existing technology stack. By integrating this data as your trusted record of consent, you unlock the potential for truly effective marketing campaigns. These campaigns are not only powered by consumer data but are also grounded in consent and consumer choice.

In fact, the usefulness of records of consent extends beyond just marketing. With most modern applications that store personal data and/or process it in any capacity – consent is vital. And the records of consent are important to demonstrate compliance as well as modify consent choices in case customers choose to do so.

The regulatory landscape

The ever-changing regulatory environment in data privacy is a challenge for businesses. Especially when it comes to consent and preferences, each regulation has its own flavor, some require opt-ins, some opt-outs. There are also different stipulations on what notices need to be placed on websites regarding personal data processing.

Organizations need to understand what privacy regulations apply to them, and which types of consent mechanisms they need to have in place for compliance.

Bridging the gap in the consumer journey

Consent management plays a pivotal role in bridging the gap between unauthenticated and authenticated states in a consumer's journey with a brand. This seamless integration ensures a cohesive user experience, honoring real-time preferences in downstream systems. It's about building a trust program that respects and responds to consumer choices at every touchpoint.

As we dive deeper into the comparison with other systems in the following parts, it's clear that while many organizations have systems in place for data collection and consent, a holistic consent and preference management solution offers a specialized, privacy-first approach. This approach is not only crucial for compliance but also for building lasting trust with consumers.

Integrating OneTrust with customer data platforms (CDPs)

CDPs are invaluable for collecting data from various sources, but their effectiveness is limited without proper consent management. This is where OneTrust becomes essential. By ensuring that all data in the CDP is backed by appropriate consent, OneTrust guarantees that the data is not only usable but also compliant with privacy regulations. While CDPs aggregate data to create detailed consumer profiles, OneTrust ensures these profiles are built on a foundation of trust and user consent – throughout the customer data lifecycle.

Why CDPs alone aren’t enough for consent management

CDPs are designed for data aggregation, not for managing consent. They lack the capabilities to track and manage the nuances of user consent across different channels and jurisdictions. OneTrust fills this gap, enabling businesses to use their CDPs effectively while respecting consumer privacy choices. In other words, OneTrust makes CDP integrations easier, by connecting to CDPs quickly and enhancing their overall value by ensuring consented data is present throughout your system.

To learn more about how OneTrust integrates with Salesforce, click here.

Enhancing marketing automation platforms with OneTrust

Marketing Automation Platforms (MAPs) are a staple in most tech stacks today. And for good reason – they allow companies to conduct marketing campaigns at a large scale while segmenting audiences and delivering personalized messages. However, these campaigns generally require user consent in order to process this data for marketing purposes and to enable personalization. This is why they’re at their optimal levels of effectiveness when paired with, you guessed it, a consent management system.

OneTrust’s integration with MAPs allows for the creation of email segments based on consent, fully honoring the privacy of individuals. This ensures that marketing campaigns are not only targeted but also compliant with privacy laws.

The limitations of MAPs in consent management

MAPs were never designed to handle the complex requirements of consent management. With OneTrust, consent can be collected and managed across various channels like web, mobile, and Connected TV (CTV). This data can then be enforced directly into marketing automation systems, enabling the creation of audience segments and customer journeys that are consistent with users' consent preferences. Consent is the first step to data enablement, which then drives targeted marketing campaigns.

To learn more about how OneTrust integrates with Adobe, click here.

CIAMs and OneTrust: A complementary relationship

Customer Identity and Access Management (CIAM) systems are excellent for identification purposes, but they don’t cater to consent management. OneTrust complements CIAMs by managing the consent layer. This ensures that any data collected and associated with an identifier is done with the user's consent, making it a powerful combination for privacy-conscious businesses.

To learn more about how OneTrust integrates with Microsoft 365, click here.

Data warehouses and the role of consent

Data Warehouses are crucial for storing data from various sources. However, they’re not designed with consumer consent and privacy in mind. OneTrust ensures that before data is pushed into your warehouse, consent is appropriately managed. This results in more valuable, actionable, and revenue-generating data, as opposed to static data in a warehouse without consent considerations.

When it comes to storing data, organizations need to be especially careful about keeping it past its original purpose. Not only does this lead to unnecessarily bogging down your data systems but it can also lead to non-compliance with privacy regulations. Consent management takes care of this scenario.

To learn more about how OneTrust integrates with Snowflake, click here.

OneTrust's integration with other systems like CDPs, MAPs, CIAMs, and Data Warehouses highlights its indispensable role in a privacy-first tech stack. It's not about replacing these systems but enhancing them with robust consent management capabilities. OneTrust stands as a vital component that ensures all other systems function within the boundaries of consumer trust and legal compliance.

The final piece: Building a resilient marketing ecosystem

OneTrust serves as a centralized consent system. It's not just about collecting consent; it's about managing it in a dynamic, ever-changing environment. OneTrust Consent & Preferences ensures that all other tools in your tech stack are operating with valid, up-to-date consent, thus maintaining compliance and reinforcing consumer trust.

The landscape of data privacy regulations is continually evolving. OneTrust’s regulatory intelligence allows businesses to swiftly adapt to these changes. This agility is crucial for maintaining compliance and avoiding potential legal pitfalls. With OneTrust, businesses can confidently navigate this complex terrain, knowing they’re always a step ahead in compliance.

Empowering marketing with consumer choice

OneTrust enables businesses to empower their marketing strategies with consumer choice at their core. By respecting and honoring consumer preferences, companies can craft more effective, personalized marketing campaigns. This approach not only complies with privacy laws but also resonates with consumers, fostering long-term loyalty and trust.

In an era where consumer data privacy is paramount, OneTrust is a vital catalyst for building trust. It allows companies to grow their marketable databases without compromising on consumer privacy. This balance is key to sustaining growth in a privacy-conscious market.

With the steps below, you can ensure your marketing operations are privacy-first, and let your users control how their data is being used at every step of the way.

Scan and audit your website to map out consent data flowsCreate customized consent banners
Centralize your consent data repository with date, time, purpose, with correlated consent policy all noted
Integrate with every major system in a marketing tech stack to power campaigns
Utilize intuitive preference management for authorized users

OneTrust is more than just a tool for compliance; it’s an essential component for any business looking to get the most out of their tech stack and build deeper relationships with their customers. To learn more about how OneTrust Consent & Preferences can help your organization, request a demo today.

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Blog

Unify consented data to power your tech stack

Table of contents

OneTrust Consent & Preferences demo

Privacy-first marketing

A centralized consent management platform

The regulatory landscape

Bridging the gap in the consumer journey

Integrating OneTrust with customer data platforms (CDPs)

Why CDPs alone aren’t enough for consent management

Enhancing marketing automation platforms with OneTrust

The limitations of MAPs in consent management

CIAMs and OneTrust: A complementary relationship

Data warehouses and the role of consent

The final piece: Building a resilient marketing ecosystem

Empowering marketing with consumer choice

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