Blog
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
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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Consent & Preferences
Mitigating US privacy risk across marketing campaigns
Understand the marketing operational impact of these newly expanded US consumer rights and learn how to automate consumer rights request fulfillment.
September 28, 2022
Webinar
Consent & Preferences
Privacy-driven marketing trends: Analytics, AI, and Adtech updates
Watch this on-demand webinar to gain insight into regulatory and tech trends on the horizon, including Google Analytics, AI, IDFA, IAB TCF, and more.
September 19, 2022
eBook
Consent & Preferences
The guide to US privacy for marketing and advertising
In this eBook, we will highlight US Privacy guidelines, and explain how you can get prepared for these newly expanded US consumer rights.
September 13, 2022
White Paper
Consent & Preferences
Transform retail experiences: building trust in the age of modern privacy
Download our white paper to learn how to use data effectively and develop strong customer relationships with a consent and preferences strategy.
September 12, 2022
Infographic
Cookie Consent
10 tips to master cookie consent
Download our infographic and learn how to create a Consent Management Platform that meets compliance requirements, maximizes opt-ins, and builds trust.
September 12, 2022
Infographic
Consent & Preferences
Why consent and preference management?
View our infographic on consent and preference management and learn the value it brings to your organization.
September 08, 2022
Webinar
Consent & Preferences
Fireside chat: A modern marketer’s approach to privacy & data
Learn the challenges and opportunities marketers face to deliver personalized experiences while remaining compliant with global privacy requirements.
September 08, 2022
Resource Kit
Consent & Preferences
Your marketer’s masterclass resource kit
OneTrust has created a range of resources to help marketing teams take a privacy-first approach that turns consumer trust into a competitive advantage.
September 06, 2022
Webinar
Consent & Preferences
Fuel campaigns with consented earned data ahead of cookieless a world webinar
Watch this on-demand webinar to learn why you should center your marketing strategy around consented earned data to fuel business growth.
August 22, 2022
Webinar
Consent & Preferences
Bringing privacy and consent to your marketing stack
This webinar deeply explores how automated integration takes the guessing out of compliant marketing activation and discovers the value of consent signaling.
August 22, 2022
Webinar
Consent & Preferences
Embark on your trust journey with Consent and Preferences
Join this interactive webinar to learn how consent and preferences help build trust across all your marketing channels and ensure you respect privacy rights.
August 22, 2022
Webinar
Consent & Preferences
Preference Management: Power up omni-channel experiences
Join this webinar to learn how to expand beyond obtaining customer consent to preferences that enhance relationships between your audience and your brand.
August 21, 2022
Infographic
Consent & Preferences
Build trust by honoring privacy
In this short guide, you’ll learn how to build a marketing strategy that delivers on customer expectations while maintaining compliance with global privacy laws.
August 19, 2022
eBook
Consent & Preferences
Mastering first-party data: The complete playbook for marketers
This guide outlines everything you need to know to build optimal consumer experiences using first-party data, such as how and where to collect first-party data.
August 10, 2022
Infographic
Consent & Preferences
How to transform healthcare marketing and increase business growth
Download this free infographic to learn how to transform healthcare marketing and grow sales by delivering trust-centric experiences.
August 08, 2022
White Paper
Cookie Consent
Succeeding in a privacy-first world with Alex Cash
In this white paper, discover strategies for data collection to further business goals and how to prioritize data while ensuring the best customer experience.
August 03, 2022
Webinar
Consent & Preferences
Google Play Apps: How to follow data safety requirements
Watch this on-demand webinar with OneTrust Mobile App experts to understand Google Play's specific requirements and the benefits of data transparency.
July 19, 2022
Infographic
Consent & Preferences
Google Play Data Safety vs. Apple Privacy Nutrition Label
This infographic will review Google Play Data Safety versus Apple Privacy Nutrition Label's similarities and differences regarding privacy standards.
June 28, 2022
White Paper
Consent & Preferences
The business value of consent and preferences
Download our whitepaper to learn about a case study from OneTrust on how we transformed the consent and preferences engine of a Fortune 500 company.
June 27, 2022
Webinar
Cookie Consent
Powering game-changing experiences Ahead of a cookieless world
Watch this webinar with mParticle and OneTrust to gain guidance for preparing for a cookieless world and opportunities to future-proof your database.
June 26, 2022
Webinar
Consent & Preferences
How to drive enhanced marketing & CX campaigns through trusted data use
Join Oracle & OneTrust to learn how to drive enhanced, privacy-centric personalization in marketing & CX campaigns through trusted data use.
June 14, 2022
Webinar
Consent & Preferences
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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.
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.