Direct-to-consumer customer data and consent management system
The team links the approved accounts of the same client and manages its choices. Data is used in accordance with the rights and consents that are valid for a specific purpose.
E-commerce, email, advertising, service, loyalty, subscription and physical channel use different identifiers. Duplicating customers, personalization becomes inaccurate, and consents and re-purchase history are difficult to manage.
How the solution works
- A service or marketing team defines a specific purpose for the use of customer data.
- Trusted identifiers are linked to preserve the source, and questionable coincidences are left separate.
- Before data is used, the permitted status for that purpose is verified.
- If the customer withdraws consent or the employee corrects falsely connected profiles, the change is passed to the channels using the data.
Key challenges
- The information of the same client is split across different channels
- First-party data is collected without clear value
Solution capabilities
Linking records of the same client
Accounts of the same client are linked across different channels according to approved criteria. The data is visible from which system it is derived.
Consent Management
Stores the scope, source, time and cancellation of consent and ensures that channels use the state in force at the time.
Client Event History
Changes, actions and decisions are stored in chronological order. The employee sees what has already been discussed and done before making another decision.
Activation rules
Under the approved conditions, it decides when a client can be included in a specific communication or proposal scenario.
Business context
- The information of the same client is split across different channels
- E-commerce, email, advertising, service, loyalty, subscription and physical channel use different identifiers. Duplicating customers, personalization becomes inaccurate, and consents and re-purchase history are difficult to manage.
- First-party data is collected without clear value
- Registration, surveys, quizzes, and behavior data are stored in many tools, but are not always used for a specific service or product solution. Data quantity and privacy risks increase, but the customer does not feel better experience.
- Customer data helps build up communication that is relevant to him
- It is important for the re-buying customer that the brand recognize their choices and respect their communication preferences. Confirmed account interfaces allow the use of the right story for a specific purpose. This allows relevant suggestions without passing unauthorized or questionablely linked data.
Core features
- Linking records of the same client
- Consent Management
- Client Event History
- Activation rules
Key integrations
- E-commerce and the app
- Account, purchases and customer authentication signals.
- CRM/Customer Service
- Confirmed contact details and service history events.
- Source of Consent Management
- Relevant status of permits, purpose and history of obtaining consent.
- Marketing Platforms
- Events of campaigns and reactions only to the extent that they are required for an approved use scenario.
Potential impact (%)
The ranges indicate an illustrative relative change in the metric under the stated assumptions. Results depend on the starting position and actual use of the solution. Percentages for different metrics must not be added together.
Share of duplicated or uncoupled active client profiles
12–42%Decreasing
This illustrative scenario assumes that 30-60% of errors can be addressed through the data and rule checks described. That share is assumed to fall by 40-70%. Company data is needed to verify both the addressable share and the resulting change.
Periodically auditable part of active profiles for which a reliable instance of duplication or non-coupling has been identified. The percentage is calculated from the number of all verified active profiles.
Part of activation cases where the incorrectly applied consent status needs to be corrected
12–42%Decreasing
This illustrative scenario assumes that 30-60% of errors can be addressed through the data and rule checks described. That share is assumed to fall by 40-70%. Company data is needed to verify both the addressable share and the resulting change.
Counts cases of campaigns or service in which the use of data has had to be stopped or corrected due to a discrepancy in the consent status. The percentage is calculated on the total number of cases of the same process checked.
Conditional calculation scenarios. The assumptions have not been validated against client measurements.
When this solution is relevant
- E-commerce, email, advertising, service, loyalty, subscription and physical channel use different identifiers
- Duplicate customers, personalization becomes inaccurate, and consents and re-purchase history are difficult to manage
Implementation requirements
Define which customer data is needed for service or communication and how accounts belonging to the same person may be linked. Reversing an incorrect match and changing customer preferences must update every system that uses the data.
Further development options
- Transmission of corrected client profile communications to all channels using the data
- Reviewing client data usage choices in self-service