Your Customer and Cookies
Hello,
Hope you have all had as exciting a week as I have had so far. Currently getting ready to head out to Superweek - the Beyoncé of analytics conferences.
Here is a fun slide from my deck to give you all a sneak peak:
Cookie banner optimization, anyone?
Not anymore - all that fun you were having trying to increase you consent rate so that you can have all that data is out.
The Cookie Task Force has decided that it's time to clean up our act and stop being manipulative.
So what has changed.
(I think of this as having be clarified)
No soft opt in
Have a reject all button
Be clear about what cookies
Be clear about what the purpose is
Make sure users can withdraw consent
Allow for customization
No deceptive button colors or contrast
It's quite simple really.
Don't be manipulative. Do be clear and transparent.
An important note on consent banners: you might have a banner but still not be compliant.
Why?
Because you started tracking the user before consent was given or you don't stop tracking when no consent was given.
Am I stating the obvious? Maybe
But (and the data here is a bit wonky) anywhere from 60-80% of consent banners completely ignore what the user input is.
It takes more than just putting in the banner - it needs to be tied into your tag manager, CMP, or other tracking solution.
Using Lookalike or custom audiences?
This is starting to come under the knife. The ICO, (this is the UK supervisory authority) in it's Direct Marketing Guidance, is suggesting that nearly 80% of users are unaware that social profiles are matched to lists and have taken the position that it is not an expected behaviour by the user.
Remember, we are only suppose to do with the data what the user knows, or will expect, that we do.
How to get around this? Ask them for consent.
But for now you can still breath as the Code is still in draft mode.
It might be worth considering your customer (what a concept)
Α research study notes that 90% of consumer are willing to share their data - at a cost. They want additional benefits.
It also noted that 54% said the more transparent you are about what you do with your data the more loyal they will be to your brand.
Consumers think it is marketers’ responsibility to keep their data private and secure and you get a reward if you do so.
Another recent study shows that 60% of people globally believe it’s worth allowing companies to use their personal data if it means a better user experience.
Random Bits
Deceptive Design - a site showing all sorts of dark patterns for you not to do them.
"Privacy has been extinguished. It is now a Zombie" - a good read, not marketing related but still really good.
Privacy Hall of Shame
(have an entry? send it to me - just reply to this email)
There is this idea (really a GDPR principal) called Data Minimization - it means you only collect what you actually need for that transaction/interaction.
Pizza Express have their own interpretation.
Thought of the week:
Privacy is not a thing that needs to be done. It's not a tick box exercise. It's a mindset. It needs to be part of the culture. And that mind set and culture is centred around increasing trust with your users.
Speak soon,
Siobhan