Following General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA), many businesses turned to consent management platforms (CMP).
Why? To help them display consent messaging on their sites (i.e., inform visitors of their data collection efforts/processing of personal data), abide by visitors’ consent preferences and, at the end of the day, build long-term CCPA- and GDPR-compliant consent strategies.
But CMPs have failed to live up to their promise: helping companies ensure CCPA and GDPR compliance and better manage and federate consent to all systems so that data can be utilized for real-time segmentation, analysis, modeling, and activation.
That’s why many businesses are instead turning to more advanced tech with consent management capabilities built right in. Including pure-play customer data platforms (CDP).
Comparing technologies to use for your consent management strategy
There are two solutions that can help with compliance with data privacy laws: consent management platforms and tech with built-in consent management capabilities.
A CMP serves specific purposes that pertain to overall data compliance (e.g., managing data subject requests) with how one collects info from visitors and adheres to their preferences in their marketing strategies or when selling it to partner brands.
Meanwhile, other solutions offer similar functionality. Take our CDP, for instance.
BlueConic offers an array of other capabilities too: segmentation, predictive modeling, lifecycle orchestration. All of which help growth teams leverage their consented data.
And all from a single user interface. Not via several activation and analysis tools.
The overarching purpose of a standalone CMP is to automate practically the entire data compliance process — one that, without beneficial technology like this, would otherwise be arduous (if not impossible) for brands of any size to handle internally.
But why invest in a CMP when you can get a CDP like BlueConic, which offers a range of other beneficial capabilities that not only help with data liberation, but also offer bigger-picture strategic value (see: efficiency) compared to CMPs.
Breaking down the benefits of BlueConic’s consent management functionality
Let’s dig a little deeper regarding how our consent management functionality ties into our core capabilities — and how said capabilities enable more effective customer engagement.
An obvious downside of a standalone CMP is it’s not a traditional database. It’s merely a system that informs marketers and other growth teams as to whether a given individual has opted in or out of receiving marketing messaging.
Our pure-play CDP goes a (big) step further regarding consent collection and management.
BlueConic updates the consent status for all individuals with persistent profiles stored in the platform and federates that consent to other activation tools. That means marketers, specifically, can liberate their data with confidence at all times.
(That is, without fear of failure to comply with GDPR, CCPA, and similar laws.)
Notably, they can execute lifecycle marketing strategies with our Lifecycles capability and ‘meet’ their opted-in prospects and customers across their buying journeys with relevant, timely messaging to achieve their respective conversion goals.
What’s more, our consent functionality aids our customers’ segmentation efforts.
There are near-endless types of audience segments one can build in our CDP. But one attribute that’s always up-to-date in our customers’ segments is the consent statuses for known contacts: visitors, prospects, buyers, and subscribers.
In short, the days of having to manually update audience segments to reflect changes to their behavior, engagement, and other attributes are over for all businesses.
With BlueConic, segmentation is streamlined — and customers’ real-time, always-accurate consent statuses are consistently factored in to segment creation and analysis.
Convincing leadership to get a CDP to manage consent and ensure compliance
We don’t need to tell you how critical it is to comply with the aforementioned consumer data privacy laws and others that will emerge down the line. (And there will be more.)
Thus, you’d be wise to convince your C-suite a consent management solution is more than worth the investment. Given both the intricacy of these data measures and the value to be gained from knowing individuals’ consent preferences at all times.
The simple business case you can present to your executive team today?:
- “There is a mandate for data compliance and inherent value in basing marketing on first-party data. With a CDP as our consent management solution, we’ll actually have even better data, because it is transparently collected and used.”
For many executives, revenue growth is a top concern. (As it should be.)
If they understand the risks associated with managing user consent and personal information for potentially thousands of prospects and customers — and how it could cost them money via penalties, lost business and consumer trust, and, in turn, a poor reputation — they’ll understand why it’s wise to choose advanced technology that can help manage consent.
And the smartest ones will invest in a CDP like BlueConic to enable their tech users to better understand and engage their opted-in audience — and accelerate business growth.
Watch our on-demand webinar to learn how you can ensure compliance with the major data privacy laws and develop a strong consent management strategy for your business.