Tealium adding consent, privacy enhancements to tools

Tealium, vendor of real-time customer data and enterprise tag management tools, has announced enhanced features of its privacy and consent management tools within the Tealium Universal Data Hub. Consent Request Manager will provide companies with the ability to configure a prompt for users to grant consent or withdraw consent via the webpage. Consent Preferences Manager allows companies to configure the categories of tracking offered to users who give consent.

From the release: “Tealium has always been a strong advocate of data governance and transparency, and we are continually updating our product features to ensure they constantly reflect the changing ecosystem,” commented Mike Anderson, founder and CTO of Tealium. “By helping companies to responsibly manage and control customer data flows across touchpoints, we can support them in delivering meaningful, relevant customer experiences that are respectful of end-user privacy preferences. Our enhanced privacy and consent management features continue to provide companies with the tools they need for responsible data management, and to support them in compliance with GDPR.”

Link: Tealium

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SAP launches Customer Data Cloud with new identity tools

SAP has launched Customer Data Cloud to help businesses address regional consumer privacy laws, including the European Union’s General Data Protection Regulation, by centrally capturing, managing, and synchronizing preferences and consent in accordance to regulations across the digital SAP technology stack throughout the customer lifecycle. SAP Customer Identity, SAP Customer Consent, and SAP Customer Profile, developed by SAP’s recent acquisition Gigya, are available under the SAP Hybris umbrella.

From the release: “Companies are using a lot of different methods and corresponding third-party data to infer what a customer wants, often resulting in a creepy personal customer experience,” said Alex Atzberger, president of SAP Customer Experience, in a statement. “SAP Customer Data Cloud will provide marketers the opportunity to ask about customers’ preferences. If customers know what personal data is being used and they have control over its use, they will be more inclined to allow that data to be used for delivering personalized content and services, ultimately improving their experience.”

Link: Destination CRM

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Quantcast launches Choice, a free consent platform

Quantcast has added Quantcast Choice to its insights suite, offering the first free GDPR-ready consent management tool. The General Data Protection Regulation set by the European Union puts forth strict customer data rules governing consent, how enterprises store customer data, and will impose severe penalties for those who violate GDPR. With Quantcast Choice, consumers will be able to easily access more granular privacy options from the same interface.

From the release: Commenting on the launch, Sam Barnett, Quantcast’s Chief Product Officer said, “Quantcast Choice is an easy-to-adopt and free way for all website owners to ensure they’re GDPR-ready before May 25th. The result of more than a year’s work and close collaboration with the IAB Europe, it strikes the right balance between ensuring consumer privacy and control over their data and helping foster a vibrant ad-funded publishing industry. This is essential if consumers are to continue to benefit from free quality news and entertainment. Solutions based on industry standards are critical to maintaining a healthy and diverse digital content and advertising ecosystem.”

Link: PR Newswire

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SAP Hybris releases new tools for GDPR

With the General Data Protection Regulation (GDPR) coming online in the EU on May 25, SAP has unveiled three new Hybris products to help marketers regulate customer identity. The three new products,  SAP Hybris Identity, SAP Hybris Consent, and SAP Hybris Profile can be used to secure customer registrations, capture customer consent, and batch data into a single customer view to know where all your customer data resides. SAP is supported in these products with the recent acquisition of Gigya and its customer identity expertise.

From the release: At the time of the announcement, SAP Hybris President Alex Atzberger said, “With GDPR around the corner, the timing of these solutions couldn’t be better. At a time when SAP is doubling down on its strategy to provide the leading front-office suite, the combination of SAP Hybris and Gigya solutions is a tremendous benefit for customers. Importantly, it turns a compliance need into a strategic business advantage and creates more trusted customer relationships.”

Link: Martech Series

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Why marketers everywhere need to worry about GDPR

The General Data Protection Regulation (GDPR) is a new data security and privacy law out of the EU that goes into effect on May 25, 2018. When it does, it will give citizens of that entire region greater control of their online privacy, and will mean stiff fines for those who violate it.

How stiff? The law states that the heftiest fine can be 20 million euros or 4% of the total worldwide annual turnover of the preceding financial year – whichever is higher.

If you’re a company that houses or transmits EU consumer data, you must comply with GDPR. That means being able to identify and report on how you are collecting, storing, managing, and using EU customer data down to the individual level, and it means having a process in place to eliminate that data from all of your systems at the request of any consumer from the EU.

For many organizations this poses a number of challenges:

  • Consumer data is frequently stored in multiple systems across multiple departments with each system under the purview of a different owner
  • Companies that use 3rd party data to append and expand their prospect data need to ensure that their entire data supply chain is GDPR-compliant.
  • Very few companies have a comprehensive process and methodology for eliminating consumer data from their many systems.  Most of us are good at responding to Unsubcribe requests but not many of us have formal processes to purge all related data about the consumer who is unsubscribing.

Now is the time to get a handle on your data management process.  There are three key pieces to the puzzle:

  1. Beefing up your opt-in process so that you mitigate the chances that someone will reach out and ask you to purge their data.
  2. Putting a process in place to track and manage your consumer data and vendor’s GDPR compliance.
  3. Defining a process and methodology for purging consumer data.

Marketing teams are using CabinetM’s platform to manage the tracking and management of consumer data and vendor GDPR compliance.  By using our marketing stack configurator, and leveraging our directory of more than 8,000 products, organizations are able to visualize where customer data is being housed across organizational silos, track who is responsible for the data, and make note of the GDPR policies of those vendors supplying or integrating 2nd and 3rd party data.

The deadline is rapidly approaching. If you need help, contact CabinetM. We’ll show you how you to track and manage your GDPR compliance.


Author Sheryl Schultz is president and co-founder of CabinetM. To learn more about ways to manage your marketing technology, or to learn how you can add your GDPR compliance to your CabinetM vendor profile, contact her at sschultz@cabinetm.com

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Act-On adds features for sending around GDPR regulations

Act-On, automation software allowing marketers to to adapt the customer journey using customer behaviors, preferences, and data, has added new features as GDPR is about to become law in the EU. GDPR is the General Data Protection Regulation. In May 2018 it will mean all marketers must follow new privacy laws protecting European Union citizens. In response Act-On has launched “Local Sending,” which will allow marketers to send just in the country in which data is stored, matching updated data residency processes and protocols companies will being putting in place as part of their GDPR efforts. Transactional Sending will allow marketers using Act-On to send messages regardless of opt-out preferences, such as financial statements made mandatory by auditing requirements.

From the release: “As marketers, we are constantly looking for ways to improve on what we’ve done, new methods to optimize what we are already doing, and opportunities to be more effective and efficient in our work,” said Michelle Huff, CMO of Act-On Software. “At Act-On, we are marketers building technology for other marketers, so we experience the same challenges as our customers, which means we can build and solve for those pains a lot quicker and bring to market modules that will drastically improve the way they engage and communicate with their buyers.”

Link: BusinessWire

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Icertis app keeps new and old contracts GDPR compliant

Icertis, provider of enterprise contract management in the cloud, has released an app that ensures contracts between data controllers and data processors meet Europe’s strict new information security guidelines. ICM GDPR Compliance app works with legacy contracts, using AI-enabled tools to identify problems with contracts and provide the appropriate Data Protection Addendum (DPAs) and routes for approval and execution. As new contracts are drafted, the app assesses if they fall under GDPR regulations, and appropriate European commission-approved data privacy terms and clauses based on predefined rules.

From the release: “The only way for enterprises to stay on top of the changing global regulatory landscape is by digitally transforming their contracting foundation,” said Samir Bodas, CEO and co-founder of Icertis. The GDPR is one of the most far-reaching regulatory changes in recent times. “The ICM platform and ICM GDPR compliance app help ensure all contracts in an enterprise are GDPR compliant today, and into the future.”

Link: FinanzNachrichten

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European privacy laws are coming – what will they mean for you?

In 199 days, the GDPR becomes law, changing the relationship between marketers and the EU consumers they target.  Any company targeting EU consumers must be compliant with these new regulations or face a hefty fine.

But what is compliance?

General Data Protection Regulation

The European Union has passed a new privacy regulation, GDPR, that goes into effect May 25, 2018. Its main objective is to protect the data of EU consumers that has been collected online for business purposes – data that marketers use to serve ads based on location, age, gender, and other psychographic data that in combination paints a rich picture of each consumer and allows very specific targeting of marketing messages and promotions.  For the marketer, personalized targeting leads to better conversions and revenue growth; for us as consumers, the goal is to present meaningful, actionable content that we personally care about.  There’s a great deal to like about being told a pair of women’s running shoes in my favorite color and my size is on sale within a mile of where I’m standing.

The price of that convenience, being told there’s a sale nearby, is however, personal data privacy. Multiple databases across a variety of companies hold, maintain and in many cases, sell detailed profile information about individual consumers. For many, this is becoming increasingly uncomfortable due to concerns about privacy and hacking. The GDPR is being introduced to put EU consumers in control over their data that is collected by companies for business purposes and a mechanism to insist that the information is deleted.

Unless your business never touches an EU consumer (even accidentally), you need to be on top of these regulations and putting processes in place to address the requirements. Some specifics are still being fought-over, but in the 261 pages of the regulation, there are basics you – and your data provider, the vendors of the software you use to collect and store information — have just a few months to address.

As a marketer, you need to offer

  • Very clear opt-in consent to collect data. Silence or ambiguity is not allowed.
  • Communication. If there is a breach of the data you hold, or with the vendor holding data for you, you need to notify customers within 72 hours.
  • You need to be able to hand over all the data you’ve collected on a customer, if requested by that customer.
  • You and your vendors must erase all data on that customer if he or she asks to be forgotten.

The penalty is steep. The largest fines for violations are 4% of annual global turnover or €20 million, whichever is greater, but even the smaller fines are designed to cause pain to ensure enforcement.

Critical to managing this process is having an understanding of the sources of your customer data and where it resides, and having a mechanism to manage customer data efficiently.  It’s important that your entire data supply chain be compliant and if there are pieces of that supply chain that aren’t, that you don’t transfer any EU consumer data to them.  If you leverage 2nd and 3rd party data from multiple sources, you may want to consider working with a data orchestration or management vendor that has built-in tools for managing GDPR compliance.

Add to your list of issues the pieces still in the air:

With what customer are you compliant? If your customer is a French citizen working in Mexico and your servers are in the U.S., do you need to be GDPR compliant? The law says… maybe. Section 14 of the law says it applies to all natural persons regardless of nationality or place of residence, and Section 23 says the law applies to data subjects “in the Union.” It’s still unclear whether a Frenchman in Mexico City or an American in France can demand GDPR compliance.

Who ensures compliance? Under the law, a Data Protection Officer needs to be named by your company if it is big enough, but the three government entities involved with the law are not in agreement what that “big” metric is.

Whose law do you follow? GDPR was written to allow European states to stand as one for consumer privacy, but it has been rewritten enough that it is unclear who is enforcing the law. Add to that fact that the new regulation is clear that if a European state makes a stricter law, marketers must abide by that stricter law for that country’s citizens. So you could have to follow GDPR for all EU countries, and stricter laws for Germans and those living in Germany.

The marketing technology community is just beginning to understand what this will mean.   If you haven’t started thinking about this now is the time!

  • Identify who in your organization will be responsible for GDPR
  • Familiarize yourself with the regulations
  • Establish an action plan for data sourcing, management, retention and delivery.
  • Make sure that you have the appropriate opt-in mechanisms in place for data collection.
  • Ensure that you have the means to deliver a report if requested that shows exactly what data you have compiled on an individual and how it is being used.
  • Establish a process for deleting profile data if requested.
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SAP Hybris guesses customer’s age, adds cross-channel attribution

Updates to SAP Hybris released this week include facial recognition software that can determine a shopper’s gender and age, allowing targeted recommendations based on available inventory. The release also includes customer attribution across channels, available as a single view; and the ability to launch a campaign based on proximity, using connected devices to alert the customer to nearby sales. SAP Hybris facilitates the delivery of dynamic, targeted and consistent offers and messages to customers and their buying needs, regardless of touchpoint. Hybris came to SAP with its acquisition of Gigya.

Link: BusinessWire

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