Foundational for data-driven business models

Consent Management – with valantic!

In the “digital now,” consent management is foundational, reshaping rules for data handling. As the ‘central resource of the new century,’ data requires careful management. Structured consent is crucial for legally secure digital marketing amidst business digitization.

Photo of a woman explaining her strategy on a whiteboard.

In the beginning was ...

Consent management: the foundation of CX

Since consent management forms the basis for generating knowledge through data and making it usable, this often-unwelcome topic has to take center stage. The customer experience thrives on the relevance that customers find in products, enterprises, and brand communications. However, we cannot be sure whether something is relevant to someone without specific knowledge. This is not the only reason why it is worth considering the topic of consent as an integral part of the customer experience.

Consent management is not a mere formality and certainly not purely a legal necessity. Those who take consent management seriously recognize it as a relevant touchpoint on the way to an outstanding customer experience.

One consent rarely comes alone

The two most important ones & one on top:

Does a consumer get the feeling that a company works transparently? Or does a confusing cookie banner give off a dubious impression right from the start?

Tracking consent

Saving cookies and tracking mobile applications. Use of external plug-ins and tools that also use tracking. Google Analytics, Facebook, retargeting tools and more. Tracking interactions with external content used on the website, e.g. videos. Enabling the customer data platform cookie – a 360° customer profile.

Engagement consent

Personalized communication offers. All opt-ins for direct communication channels as well as website personalization. Engagement consent can be obtained via the respective marketing tools.

Product consent

Product consent enables the identification and connection to devices in local networks, the tracking of app usage and the sending of mobile push notifications.

What becomes clear is this: Consent is not a simple matter – but an essential one. That’s why so-called consent management platforms (CMP) help to get everything right. However, in an overall MarTech ecosystem, CMPs are one thing above all: the enablers for other systems down the line.

CMP CDP CRM consent in the ecosystem

Schematic representation of different consents in the system architecture

Marketing technologies thrive on synergy effects! While a consent management platform can collect, manage and synchronize the collected consents of users, it is above all connected systems that turn them into real marketing magic.

A customer data platform systematically collects information about users and their behavior to allow for targeted and automated communication at the right time via the right channel. In this case, n-users in m-segments play the main role.

The sales/service CRM orchestrates known and unknown customer interactions, distributes the workload to service staff and contributes to the successful resolution of the initial request with a focus on customer satisfaction.

Full synergy is achieved by a complete integration of the sales/service CRM and customer data platform: All sales/service CRM activities should be transmitted to the CDP as user behavior. The CDP provides a holistic view of the user’s behavior in the form of a 360° user profile as background information for the service process.

In the beginning there is consent. And the result is called customer experience.

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Nils Weber, Managing Director and Partner at valantic

Nils Weber