From Privacy to Preference - How data regulation is changing marketing for the better.

Thank you to Didomi for sharing their white paper

Introduction

Any marketer even remotely interested in the legal landscape around 2016 heard all sorts of discourses about the General Data Protection Regulation (GDPR). The regulation would be the end of newsletters, of solicitations,
of targeted advertising. Companies would face tremendous fines if they failed to become compliant within a year.

Two years after the GDPR came into effect, marketing still exists and Internet users only see two differences with how it was before: fewer pre-ticked boxes in registration forms, and more cookies consent pop-ups every time they visit a website. Customer experience has increasingly become more tedious, while marketing departments are still unclear how to handle data collection and processing in a compliant way.

The Customer Relationship Management (CRM) manager is especially concerned by collection and use of personal data. They are at the crossroads of regulatory issues and customer relationship with the brand, as CRM has become a central tool of the marketing department. Why is CRM so central? CRM makes it possible to monitor, analyse and segment customers according to their preferences.

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