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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

Employees working on various tasks at their office desks.

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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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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Webinar

Consent & Preferences

3 predictions for the impacts of 3rd party cookie deprecation

Stay ahead of the curve! Gain insights into the impacts of third-party cookie deprecation & actionable strategies for marketing success. Watch now!

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Webinar

Consent & Preferences

The unified consent strategy every marketer needs in 2024

Join us to master Unified Consent! Seamlessly integrate preferences across your tech stack, drive customer satisfaction, and boost revenue. Watch today!

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