Paris, 19 June 2019 – 6 months after the launch of the first Online Consent Barometer, Commanders Act, the European leader in SaaS Tag and Data Management software, presents its 2nd barometer on Privacy Management, which measures the results of various opt-in mechanisms used to conform with the GDPR.
This study is based on the observed behaviour of visitors to 24 websites using Commanders Act’s CMP (Consent Management Platform) over 14 days (24th April to 7th May 2019), drawing from a total of 9,000,000 visitors. A sample made even more representative by the fact that the websites examined cover a wide range of fields: finance, media, manufacturing, retail, travel and energy.
“A year after its entry into force, the RGPD remains a scary subject for companies, but contrary to popular belief, users understand the issues and explicitly collected consent is increasing sharply. This proves that if the purpose of the data collection is clearly explained, Internet users are not immune to it. It is to help our customers in this process that we accompany them in the construction of a clear and reassuring privacy center” explains Michael Froment, Commanders Act CEO.
While, in general, opt-in rates are pretty much the same, we have seen a rise in the use of the super-soft method (87% vs. 78% in the 1st barometer) which seems to be the result of better banner design with an increase in the rate of explicit opt-ins (37% vs. 22% in the 1st barometer).dans le 1er baromètre).
However, we have noticed that users interact differently with the privacy centre: there is an increased switch-off rate (20-60% vs. 20-32% in the 1st barometer), meaning users who open the privacy centre have now taken to disabling cookies for all categories.
Subsequently, a user reads the consent message on average 2.2 times (vs. 1.8 times in the 1st barometer) before making a decision. This behaviour shows that users accept banners, pop-ins and cookies, but also pay more and more attention to their browsing and consent.
Even if each industry has its own methods for collecting consent, we can see that businesses have changed their approach, with a slight increase in the number of sites displaying a consent collection message (90% vs. 88%), as well as an increased awareness in the importance of such messages, with changes to the consent message having improved opt-in rates by 35%.
Companies have also adapted their collection methods: more sites use either the super-soft or the strict opt-in method with an obstructing pop-in, the two methods that offer the best opt-in results.
The rise in strict consent with a pop-in has achieved opt-in rates of 79%. And while there may be a large number of users who cannot see the site, the click rate for links on such pop-ins is rather high (1.61% compared to under 0.2% for any other type of banner and the switch-off rate is no higher).
As we discussed in the first barometer, changes in regulations, user behaviour and in the maturity of digital teams means businesses must continuously review their choices and strategy. The figures from this barometer show how the behaviour of users and businesses vis-à-vis consent has evolved. Consent has become a voluntary and informed action, in compliance with the GDPR, as well as an opportunity for businesses to communicate with their customers.
Paris, 4 May 2019 – Identified as one of the best-positioned European solutions in the Customer Data Platform sector, Commanders Act are experts in data management and have shared this expertise with marketing teams through their CDP white paper.
Nowadays, emails or cookies no longer suffice to know and inform customers, especially given the arrival of new technology and regulations. Whatever their industry, marketing teams must now think and act omnichannel in order to obtain data and find the optimum scenario of online and offline activations.
Being able to “think and act omnichannel” requires customer intelligence to be constantly developed. Moreover, teams, which are too often divided by silos, must be unified to ensure that actions remain globally consistent. That is the job of the CDP (Customer Data Platform).
While it may be easy to think that this is just another in an already long line of solutions (ESP, CRM, Marketing Automation, DMP, etc.), it is certainly not the case. The CDP provides the intelligence and consistency essential to guaranteeing marketing ROI in the digital era.
This white paper provides the answers to the modern marketer’s quests. Its 3 chapters explain the various data-related needs that marketing teams have and the difficulties they face in centralising data; how the CDP amplifies the value of existing solutions and addresses these needs; and, finally, the questions that they must ask to find the right solution for them.
As Gartner puts it, a CDP “unifies a company’s customer data from marketing and other channels to enable customer modeling and optimize the timing and targeting of messages and offers”. A wonderful promise that Commanders explores in more depth in their white paper.
How to collect and combine all your prospect and customer data? How to orchestrate your activations on an omnichannel scale? How to customize the customer experience?
Meeting these challenges requires improving customer knowledge and making this knowledge directly accessible to marketing teams. This is the vocation of the CDP as detailed in this White Paper.
How does the CDP coexist with a CRM or Marketing Automation? How does it help to move to a genuine People-Based view of your data? How can it help to optimize the ROI of your activations?
The answers to these questions – and many others – are to be found in this white paper.