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Consent management by the numbers: 2022 DMA report summary

Stay up to date on the latest trends in consent management, and learn how effective consent management can build trust with your customers

Ashlea Cartee, Senior Product Marketing Manager, OneTrust Consent and Preferences
January 9, 2023

Aerial view of people walking across courtyard

Data continues to be the most valuable resource for most, if not all, companies. It helps them understand their customers and determine what, how, when, and where to communicate with them. When collecting this data, protecting the consent and preferences of customers is critical, especially given the recent rise in data privacy regulations and the fact that third-party cookies are going away.  

In September 2022, we partnered with the Data & Marketing Association (DMA) (UK) to research how marketers manage their data and the value they realize using consent and preference management systems. The DMA conducted the research via an online survey of 224 UK marketing professionals. They published the results in a report titled Data Management for Marketers: Breaking Down Consent and Preferences

In this blog, we’ll present highlights from the four main sections of the report: 

  • Knowledge, practices and integrations 
  • Benefits and future plans 
  • Sources and quality of data 
  • Importance and value 

 

Knowledge, practices and integrations 

Given the increased focus on data privacy, it’s unsurprising that marketers’ awareness and knowledge around consent and preference management increased significantly from 2020 to 2022. Yet, formalizing the practice with systems and processes lags. Just half of the organizations (51%) reported implementing a specific consent and/or preference management platform, compared to 78% awareness.  

Marketers are getting savvier about taking steps to process and efficiently store customer preferences across the various marketing systems using integrations. With effective data management, marketers can use these preferences to build personalized customer experiences, demonstrating that their data is being used for actual value exchange while simultaneously building trust. 44% of those companies using consent and preference management systems reported brand trust as a key benefit. 

Benefits and future plans 

Companies using consent and preference management systems focused on four primary areas between 2020 and 2022: collecting and recording communication preferences, offering a fully integrated customer experience, automating compliance across markets, and centralizing data across systems. Those surveyed reported a range of benefits; the three highest-ranking benefits were data transparency (43%), enhanced data security (39%), and improved decision-making (38%). Other high-ranking benefits included data privacy, brand trust, and increased opt-in rates.   

The businesses surveyed have ambitious plans for future developments and improvements to their data management practices. These include taking a step back to revisit core processes they put in place for the GDPR legislation, such as collecting and recording preferences.  

Overall, businesses with consent and preference management systems in place are more likely to have implemented options in three key areas:  

  • Giving users control over data 
  • Using data to deliver better customer experiences 
  • Collecting and recording consent 

Up to 32% of B2B organizations are significantly more likely to have no plans or awareness of offering an ‘opt-down’ option compared to just 8% of B2C organizations. This demonstrates that there is a massive opportunity for B2B companies to implement an “opt down” strategy in the frequency of communications – more flexible preference options can help keep customers engaged. 

Sources and quality of data 

When asked which legal basis marketers use for processing customer data, most indicated continued reliance on direct consent (56%). Just over a third (35%) stated that they mainly use legitimate interest, a similar proportion to 2020. For organizations with consent and preference management systems, the use of direct consent is 63% compared to 46% for those without.  

Data accuracy was another revealing aspect of the research, with marketers estimating that about one in ten consent records is inaccurate or invalid. This is concerning, given that over half of businesses use consent as their primary legal basis to process customer data.  

Key drivers for data inaccuracy included customer or employee error, data sourcing problems, data cleansing, and data accuracy maintenance.  

Importance and value 

Overall, we found that most organizations are placing increased importance on consent and preference management. Only 9% of respondents rated consent and preference management as ‘unimportant’, a 50% drop compared to 2020. Conversely, 73% of respondents feel consent and preference management is ‘important’ or ‘most important’ compared to other aspects of data and marketing. 

The ability to measure the return on investment (ROI) of consent and preference management increased notably from 64% in 2020 to 78% in this edition. The estimated ROI for consent and preference management remains high at just over $46 for every $1.21 spent. Those with consent and preference management systems report a higher customer lifetime value ($70.17 compared to $64.76) and lower customer acquisition costs ($54.51 compared to 56.83) than those without. 

Download the report to learn more about how your organization can apply data collection best practices to gain valuable insights and build trust with your users.     


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Keep customer trust: Manage & automate your consent compliance & data governance

Watch our webinar to learn how to set up a strong consent compliance and governance strategy to achieve privacy-first data capture, distribution and activation.

June 08, 2022

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Webinar

Consent & Preferences

Consent, preferences & first-party data

Learn how incorporating strategic consent & preference management into your business strategy can help build customer trust.

May 26, 2022

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eBook

Consent & Preferences

Global Privacy Control & OneTrust

Watch this on-demand webinar to gain an overview of what Global Privacy Control (GPC) is, the benefits of the signal, and how it works.

May 05, 2022

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Consent & Preferences

The Digital Privacy Experience newsletter

The Digital Privacy Experience Newsletter is a weekly digest on cookies, consent management, preference management, & building customer trust.

May 01, 2022

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Webinar

Consent & Preferences

Data distribution: Integrating consent & preferences into MarTech & business systems

Watch this webinar to learn how to boost your integrated marketing performance with consent & preferences in CRMs, CDPs & marketing automation systems.

April 29, 2022

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Webinar

Consent & Preferences

Google Play Data Safety: What it means for your Android apps

Learn how to prepare for the Google Play July 20th, 2022 deadline to comply with its new data transparency requirements for Android apps.

April 28, 2022

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Webinar

Consent & Preferences

Modern data transparency in apps & TVs: Building trust with multi-device users

Learn how to incorporate consent and privacy strategies to deliver transparency and choice to multi-device users in applications & TVs.

April 27, 2022

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Webinar

Cookie Consent

How marketers can adapt to a post-cookie world with OneTrust's Alex Cash

Learn how marketers can get ahead of a post-cookie world from Alex Cash, Director of Strategy, OneTrust & ExchangeWire's CEO Ciaran O'Kane.

April 06, 2022

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Webinar

Consent & Preferences

Consent governance: moving from chaos to control via data intelligence

Learn how to set up a strong consent governance strategy to achieve privacy-first data capture, distribution and activation.

April 04, 2022

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Webinar

Cookie Consent

How to prepare for the crumble of third-party cookies

Learn everything you need to know to prepare for the deprecation of third-party cookies from eMarketer & OneTrust in this on-demand webinar.

March 30, 2022

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Webinar

Consent & Preferences

Web, mobile, ctv: enhancing consumer trust in the omni-channel world

Learn how to leverage consent and preference management and cement consumer trust in your data protection practices.

March 28, 2022

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Webinar

Consent & Preferences

How to build solid digital relationships to foster trust

Join this fireside chat with OneTrust and Oracle to gain insight into how to honor privacy choices to build trust.

March 07, 2022

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Webinar

Consent & Preferences

OTT and CTV Liftoff: A deep dive into delivering personalized experiences to streamers

Learn how to incorporate consent and privacy strategies to deliver personalized experiences to streamers on OTT applications & CTV platforms.

March 06, 2022

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Webinar

Consent & Preferences

Digital Privacy Experience Summit

Sign up for the Digital Privacy Experience Newsletter and get weekly updates on global regulations and best practices for compliance. 

February 22, 2022

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Webinar

Consent & Preferences

Prioritizing data transparency: A critical ingredient in trust, loyalty and ROI

Learn how can you prioritize data transparency and share openly with consumers in order to build trust, gain loyalty and improve ROI.

January 02, 2022

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Webinar

Cookie Consent

The crumble of third-party cookies: How to prepare in 2022

Learn how your organization can leverage smart preference management to overcome the deprecation of third-party cookies.

January 02, 2022

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eBook

Consent & Preferences

Build trust and value privacy with a consent management platform

Read this eBook to learn how leveraging a consent management platform builds customer trust and helps you comply with global privacy regulations. 

October 28, 2021

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Webinar

Consent & Preferences

Google consent mode & OneTrust CMP

Learn the benefits of using Google Consent Mode with the OneTrust CMP (Cookie Consent) to balance compliance and marketing objectives.

October 27, 2021

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Webinar

Privacy Management

CCPA, CPRA, and Global Privacy Control: Moving toward a more private web

Watch this webinar to learn about Global Privacy Control (GPC), how it centralizes user opt-out preferences, and streamlines compliance with CCPA and CPRA. 

September 08, 2021

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Webinar

Consent & Preferences

Navigating a complex framework: IAB TCF 2.0 upgrade checklist

Watch this webinar where we cover the complexity the IAB TCF 2.0 framework and providing a checklist to help you navigate your migration.

July 21, 2021

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Webinar

Consent & Preferences

IAB TCF 2.0 deep dive: Overview, terminology, resources

Watch this webinar for a deep dive into the IAB TCF framework and what's new in the second version.

July 20, 2021

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Video

Consent & Preferences

OneTrust Consent & Preference Management demo

Watch this demo video to learn how OneTrust Consent and Preference Management Cloud streamlines the consent lifecycle and accelerates fulfillment. 

October 24, 2020

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Webinar

Privacy & Data Governance

Canadian regulatory overview

This webinar series will highlight the implications of Bill 64 for Canadian companies and advise how to maintain programs aligned to the Law's requirements.

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Webinar

Consent & Preferences

Marketer’s masterclass for privacy and personalization

The marketer’s masterclass for privacy & personalization addresses the challenges businesses face in 2022 and how to turning trust into a competitive advantage.

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