Case study
Automotive giant chooses Cassie to manage their complex data relationships
Client background
Our client is a multi-brand frontrunner in the worldwide automotive sector, committed to enhancing vehicle intelligence and safety. Emphasizing their dedication to advancing automotive technology and design, our client endeavors to provide cutting-edge connected car solutions. These solutions enable remote car access and encompass functionalities like automated parking, collision avoidance alerts, and even gesture-controlled infotainment systems. To deliver these innovative vehicle advancements, the challenge lay in ensuring that customer consent for storing and using their personal information was executed in a compliant manner.
Industry:
Car Manufacturing
Core focus:
Connected vehicles
Location:
United States
The challenge: Streamlining user journey communication consent
As connected cars gain complexity, data privacy and compliance were central to their automotive business marketing strategies. Our client faced a significant challenge due to operating on multiple tech stacks that scattered their consent and preference data across over 70 silos. They required an auditable consent and preference platform to store all prospect and customer data compliantly.
Their challenge was establishing transparent data handling and developing a unified source of truth that could withstand global regulatory scrutiny. The absence of such a platform posed obstacles to their marketing strategy and ability to create customer profiles for personalized experiences.
Their aim was to lawfully and ethically collect compliant consent data, including driver and multi-device preferences. Failure to do so could lead to substantial fines under CCPA, GDPR, or other data privacy regulations.
Free download: Connected Vehicle Data Privacy Essentials Guide
This guide provides a roadmap for navigating data privacy in the connected vehicle ecosystem. It covers how connected vehicle data is used, regulations, best practices, regulatory compliance, and implementing consent and preference management solutions. The guide offers insights into GDPR, CCPA, FTC Act, informed consent, secure data storage, and more. It aims to establish a robust compliance framework to safeguard businesses and customers.
The solution
Our car manufacturer client chose Cassie as their preferred vendor to centralize the management of prospect and customer consent and preferences across their multi-brand organization. We collaborated closely with them to implement Cassie as a global solution to facilitate compliant marketing communications and enhanced customer engagement.
Multi-brand Consent and Preference Management
- Collecting and respecting driver preferences, along with terms and conditions, to ensure full compliance.
- Customizing communications based on channels or specific topics for personalized interactions.
- Integration with over 70 third-party systems to enable data sharing.
Cookie management
- Centralized cookie management configured for multiple domains and languages.
- Ensuring global compliance with various legislations.
- The Cassie Identity Service module allowed them to retain consent data even if privacy settings remove cookies.
- Progressive Profiling enabled them to compliantly collect anonymous first-party data insights to deliver personalized content and increase PII data capture
- Cross-Domain consent simplified cookie preferences for website visitors, improving the user experience and reducing consent fatigue by sharing consent across all brand domains.
The impact: Driving centralized consent for automotive empowerment
Implementing Cassie, the consent and preference management platform, had a significant impact on handling compliance:
- Centralized user journey consent communications became more efficient
- Customer preferences were prioritized, enhancing the customer-centric approach
- Consent was seamlessly connected across all business areas, third-party platforms, and channels
- Customer communication was tailored to their preferences
- Global compliance was ensured by default, reducing risk of fines or brand damage
- A single source of truth was established for multi-brand data management