Tracking Systems 038 Privacy Policy
Management Summary
Data protection-compliant tracking of user data is a sensitive topic. In this blog article we will show you how to create a future-proof marketing strategy with a few simple steps and decisions.Data strategyestablish and dispel common myths.
Planes without wings are safer! But they can’t fly either…
Or: Why tracking systems that apparently guarantee data protection do not offer a solution for data-driven marketing in 2021
The decision-making process is driven by the following influencers:
- External:Marketing promises (and often strong sales push) from such providers that only they can guarantee EU-compliant data protection. Technical terms are often mixed up wildly, giving the impression that there are actually no alternatives…
- Internal:Due to a lack of knowledge of technology and the associated legal assessment, conservative “better safe than sorry” assessments are made. More on that later…
What do you really need?
Cross-channel systems that deliver raw data in real time AND also activate it automatically – and certainly not another data silo in the form of a tracking or analysis system!
Data-driven marketing does not rely on the old “web analysis” idea in which insights are delivered with reports, dashboards and hopefully helpful segmentations – but that is also the end of the line.
We would be happy to personally explain in detail why none of this is possible with these systems
What companies need in the age of digitalization and programmatic marketing is thisActivate raw data in real time, across channels!
Personalization, campaign control, attribution modeling
The times when isolated considerations of analyzes (a few days later…), setup and control of campaigns in encapsulated systems without data ownership and raw data access in real time, without storage and enrichment with your own 1st party data (e.g. from the CRM system) in your own marketing data warehouse and without the use of machine learning on these data treasures in real time for personalization, prediction and clustering are over. At least if you want to be competitive!
Not least because of the upcomingPost-cookie eraA future-proof strategy is essential for survival – at least relevant for success.
And data protection?
In my opinion, the introduction of the GDPR was difficult – but important! It opened eyes (awareness) and created clear rules (a guideline). Unfortunately, it also caused fear and panic: “Now everything is forbidden or there will be high penalties” – that is by no means the case!These factors are essential for a compliant implementation:
- Reliable order data processing agreements (DPAs)
- Obtaining user consent including professional consent management
- Clean concepts including security measures: Use cases including impact assessment, documentation and data protection audits
But new challenges also bring new solutions: these are now in so-calledData Clean RoomsData from advertising systems such as Google (including all Google user attributes) can also be combined with your own data in accordance with data protection regulations. This not only makes it possible to carry out evaluations, but also to generate particularly valuable target groups for targeting and personalization (which of course automatically optimize the campaigns).
Better safe than sorry AND successful
In the interests of proper business management, you obviously have to take the safe route, but that includes a future-proof marketing strategy.Data strategynot out. With powerful enterprise systems, conscientious data protection implementation, solid concepts and processes, you can ensure an optimal user experience in real time and thus stay ahead of the competition. Compliant and with data ownership!
