Daily Insights

Ask Before You Take: How to Manage Customer Data

By: Charles Golvin and Andrew Frank | Jan 23, 2020

Only 25% of marketing organizations have a deployed consent and preference management platform (CPMP), according to Gartner’s 2019 Marketing Technology Survey. That’s low, given shifting social and governmental attitudes about corporate capture and use of data.

These technologies help brands comply with data regulations like GDPR in Europe and California’s new rules by prompting users who visit a website or download an app for permission to collect their data, among other things. They may even invite the user to review the personal data a brand has collected, edit it, or ask that it be removed. Both sides benefit. Customers gain more control over their personal data, and brands gain customer trust and more relevant customer content to drive personalization efforts.

Among the biggest adopters to date are consumer-facing firms, high earners with $5 billion or more in revenue, and brands in the financial services, high tech and healthcare industries. Though another 25% of respondents say they plan to deploy a CPMP in the next year, these commitments are weak—a budget reduction or shift in priorities could upend their plans, the survey shows.

CPMPs belong on the priority list. Businesses have to stay compliant with data regulations anyway, and the technology automates aspects of the process to make it easier. Over time CPMPs can bring added benefit for companies that expand functionality and offer customer control as an aspect of their customer experience.