Show Me You Care: Why You Should Be Talking About Privacy and Value-Exchange

Show Me You Care: Why You Should Be
Talking About Privacy and Value-Exchange
June 10, 2021
© 2021 Tealium Inc. All rights reserved.
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© 2021 Tealium Inc. All rights reserved. | 2
● 5 classes making up a comprehensive guide to not only
surviving, but thriving in a post third-party cookie world
● Who should attend? Advertising, analytics and customer
experience professionals
● Today – we’re going to talk about the importance of
value-exchange and how to prioritize privacy while still getting
the insights you need to drive strong experiences
● In previous sessions we’ve covered how to build a better
privacy practice and a round table on what marketers should
expect after 2022, and solutions to rebuild your customer
experience playbook around first-party data.
● Next session – July 15th: What’s Next for Advertisers in
2022? Masterclass Recap
Welcome! Class is now in session.
What can I expect throughout this series?
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Maltie Maraj,
Tealium
Nice to meet you!

Julian Llorente,
Tealium
Nice to meet you!

Ted Sfikas,
Tealium
Nice to meet you!

Agenda
1. An Overview of Evolving Global Privacy Regulations
2. Consent as Part of the Experience, Ways Marketers Can
Build Trust Through Value Exchange
3. How is it done? Show me the solution!
4. Additional resources
Ask away! Submit your
questions throughout the
presentation so we can
answer them during
our Q&A!
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Intro and Review

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Like it or not, privacy prompts are the front door to understanding behavior
Privacy is a Part of Customer Experience
• We’re well into 2021 and data privacy has
continued its push out of the compliance and
legal team agenda and into the customer
experience.
• Privacy is now an integral piece of marketing
and customer experience
• Privacy isn’t just about avoiding financial
repercussions anymore, but also the
arguably costlier impact of diminishing
consumers’ trust and lifetime brand
relationship

Data Deprecation:
“Data deprecation restricts tracking and access to consumer
data due to regulatory, browser, walled-garden, or consumer
actions.”
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3rd
-Party cookies, regulatory shifts and browser playground spats
The Big 3
3rd
Party Cookies Regulatory Changes Browser Updates
Use cases for measuring and
reaching users with third-party
cookies are limited and will
continue to decrease over time
Keeping pace with the
momentum of GDPR, new
regulations such will continue to
impact how data can be
collected
and used
Heightened controls are
impacting traditional data
collection (e.g. third party
cookies and device identifiers)
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An Overview of
Evolving Global
Privacy Regulations
for 2021

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Data privacy legislation will have worldwide impact
Today, Data Privacy Legislation is Global
VCDPA
(Virginia)

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Let’s Look at the Changes GDPR Has Had Over the Course of 3 Years
It’s Continuously Evolving and Changing
MAY ‘18
GDPR In Effect
Hit Compliance Date
OCT ‘19
ECJ Ruling
Change Default Values
IMPLEMENT RE-IMPLEMENT
PENDING
LEGAL ACTION
APR ‘21
IRL DPC Evaluation
99% GDPR complaints
had no decisions
JUL ‘20
Shrems II
EU-US Privacy Shield
Invalidated
ADJUST

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Let’s take a look back before we look ahead
Data Privacy Legislation in 2021
• In 2021, 8 more states in the
United States are on track to
pass similar CCPA data
privacy legislation
• Privacy will continue to evolve
around the world
Ref. https://www.dataguidance.com/resource/keeping-date-global-privacy-updates

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Your strategy for adapting your business
around privacy cannot be set it and forget it.
It should always be evolving.
Key Takeaway:

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My legal and privacy teams worry
about this, why should I?

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It all comes down to visibility into the customer journey
Why Does This All Matter for Me?
• Data privacy regulation has put the customer is squarely in the
driver’s seat on what data businesses can collect about them.
• This is especially important as the industry looks for a solution
to replace third-party cookies with more privacy focused
approaches (TradeDesks’ Unified ID, Google FLoC)
• Your businesses’ to explain your privacy practices and usage of
data in a transparent manner and present options become
more and more important
• Value exchange, transparency and trust are the currency of
gaining customer insight that you can act on. We want to talk
with you in the next section about strategies to approach this

© 2021 Tealium Inc. All rights reserved. 18
Ways Marketers Can
Build Trust Through
Value Exchange

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Understanding the relation between Trust and Data
The Funnel of Trust

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How obtaining consent has worked up to now
The Importance of the User Journey
LANDING PAGE CONSENT ENGAGEMENT RESULTS
Accept
Save Accept
Save
Partial Opt-in
User has to decide if
PII-Data can be
processed or not.
User arrives at desired
website
Anonymous user not
recognized, consent
modal pops up
User enters in privacy
selections, selects save
or accept
Opt-in
Opt-out

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Obtaining more insights in a world without third-party cookies
New Considerations
• It’s necessary to understand and explain when and why we want
to process PII-Data.
• New user interactions allow you to ask for specific “just-in-time”
consent. It’s the best opportunity to explain the benefits of an
opt-in, as the user already knows what data you want to obtain
and now is the time to focus on why and how.
• This new concept of mapping the user journey to consent
requirements can also be used for any processing activity.
The major benefit you’ll create is reducing the impact of the first
consent manager interaction.

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Obtaining more insights in a world without third-party cookies
New Considerations
Possible points of identification along the journey:
• Newsletter subscription
• Register new Account
• Login
• Free Trial
• Event
• Feedback Forms
• Unlocking special offers with an email
• Whitepaper downloads

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Let’s Look at the Journey Now
The Importance of the User Journey
LANDING PAGE RELEVANT CONSENT ENGAGEMENT
NEW IDENTIFICATION POINT
FREE TRIAL
JUST IN TIME CONSENT VALUE AND BENEFITS
Accept
Save Accept
Save
Get helpful
tips directly in
your inbox
Email
abc@xyz.com
Thanks! We’re
excited to help
you make the
most of your
free trial.

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Pivot to Person-First Personalization (Forrester) and Map Business Objectives to Personalized Outputs
Be open, reduce fear and focus on benefits

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Just-In-Time Consent
Example

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Just-In-Time Consent
Example
Thank you!
We noticed your interest in our service and would love
to use your personal information, such as your email
address, to improve the quality of our advertising.
Please be aware that you will continue to receive (view)
advertisements even if you opt-out. The beneﬁt you
obtain is that what you see will be tailored to your
interests.
We protect your personal information at every stage of
processing, as we’re fully aware of how important an
email address is. We do this by [insert level of
protection] so that none of your information is fully
known to any 3rd Party.
Privacy Policy | Cookie Policy
Decline Accept

© 2021 Tealium Inc. All rights reserved. 28
Diversify to create
more benefits for
opt-ins

What Does that Look Like?
Create Value Exchange Through Experiences
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From a shoe company to a
personal fitness platform
Across all devices
Providing value exchange: A
tailored experience for more
insights on product usage
and how we can help meet
your goals

What’s the way forward?
Show me “the how”!

Multiple aspects to achieving success
Three Key Things to Consider
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Use a First-Party Approach
Establish the collection of all
consumer data in only our
owned & operated domain.
First-party data collection will
increase our engagement
quality.
Centralize the Architecture
We must centralize the
consumer data first, before
any technology platforms
consume it.
Automate
We must automate the entire
data supply chain that we are
building so that the Customer
Profile is forming and changing
in Real Time.

Centralize the
Architecture

Data Must Be Governed
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Centralize The Architecture
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e
Consumer Devices
producing data
Business systems
independently receiving data,
one by one, silos.

Centralize The Architecture
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Use a First-Party
Approach

Use A First Party Data Approach
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COLLECT FIRST-PARTY DATA BUILD REAL-TIME PROFILE TAKE ACTION
Premium Products
CUSTOMER INTEREST
Known Customer
CUSTOMER STATE
Jen
Appleseed
Likely to Convert on New Offers
PREDICTIVE INSIGHT
Next Best Action Ad
Triggered
Personalized Web
Experience
Added to Segment
for Visualization
Customer Record
Updated / Removed
from Email List
Opt-Out / Email
CONSENT PREFERENCES
MOBILE
WEB
CRM
OFFLINE
DATA WAREHOUSE

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Let’s start to look at this along the
data supply chain again.

Use A First Party Data Approach
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Profile
Govern
Collect
Data
Layer
Data Layer
connected to
Consent Manager
Data Layer integrates
CDP profiles into
website in real Data
Layer connected to
Consent Manager
Data Layer instructs
when to transmit using
Pixels or Tags from
device to any vendor
Data Layer sends data to
CDP for continuous
enrichment. Identity,
Consent, and actionable
attributes

Automate

Automate
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Activate
Integrate
Transform & Enrich
Standardize
Collect
Activation Triggers
No coding effort
Customer Profiles
Audience/Segments
DSAR Compliance
Data Layer
Privacy Consent
Data Cleansing
Tag Integrations
Web
Mobile App
Systems
Files
IoT / OTT
Audiences
API Integrations

STATE OF THE CDP 2021 REPORT
See how marketers are using a CDP to tackle challenges accelerated
by COVID-19
DEFINITIVE GUIDE TO CUSTOMER DATA PLATFORMS
Get tips for starting your CDP project, staffing your team, and more
MASTERCLASS SERIES
Check out what’s next for our series!
Click on the Attachments tab
below to learn more about
how Tealium can help your
organization reach its
customer data goals
Links in the attachments
Where Can You Learn More?

Show Me You Care: Why You Should Be Talking About Privacy and Value-Exchange

Show Me You Care: Why You Should Be Talking About Privacy and Value-Exchange

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