What is Consent and Preference Management?

Consent and preference management is an important part of managing data privacy. It enables organizations to meet the requirements of regulatory frameworks, such as the European General Data Protection Regulation (GDPR). Consent and preference management platforms allow companies to provide customers with more control over how their data is collected and used, leading to better user experiences.

Consent and preference management is structured on two main concepts: explicit consent and implied consent. Explicit consent requires a customer or user to actively opt-in before their data can be collected or used in any way. Implied consent typically occurs when a customer visits a website or uses a product — they agree to certain terms by continuing to use the service, even if they haven’t explicitly agreed.

The most important thing consent and preference management provides is the transparency provided to customers. This means ensuring they have a clear understanding of what data is being collected and how it will be used. It also means providing them with an easy way to view and manage their preferences, such as opting out of certain types of data collection or revoking their consent if they choose to do so.

Finally, organizations should be sure to document the customer’s consent clearly to comply with regulatory frameworks like GDPR and demonstrate that the customer has given explicit permission for their data to be used. This can involve creating records for each instance where a user has granted or revoked permission, tracking changes that may occur over time, and keeping track of when consent was given or withdrawn.

By implementing robust consent and preference management strategies, companies can ensure they are providing customers with the privacy and control they need.

Can businesses identify data privacy concerns and overcome them?

Yes, a solution exists to keep companies compliant, brands visible, and consumers in control of their personal information:

A Consent and Preference Management platform (CMP) is a software solution that helps businesses collect and manage personal information and consent in line with data protection laws and regulations such as HIPAA and CCPA.

CMPs are designed to integrate with all sales and marketing platforms; they enable businesses to gain insight into the personal data lifecycle from the moment of opt-in to the moment of data removal, enabling them to track, monitor, and respond to data subjects’ requests and consent preferences.

Meet Cassie

The consent and preference management platform that powers sustainable, compliant revenue growth by building stronger customer relationships through the respect of individual choices.

During the last decade, Cassie has enabled renowned global brands to abide by data privacy regulations and boost conversions.

Cassie works with retail, media, healthcare, automotive and financial services businesses to improve their targeting efforts and ROI by using granular preference management across all of their channels for maximum impact. Cassie’s approach will enable companies to deliver engaging experiences that drive results.

Cassie gives businesses a prime opportunity to focus on building customer trust and achieve the following goals: 

• Ensure data privacy compliance
• Improve marketing efficiency by only sending the communication most likely to succeed
• Enable the most effective personalization for stand-out experiences
• Put the customer firmly in control of how the brand communicates with them
• Increase marketing ROI
• Create brand trust and credibility

Save time with smart consent audits for any legislation

Data privacy legislations such as GDPR and CCPA have dramatically improved consumers’ choices, giving them stronger data rights and more online protection. Cassie helps global organizations achieve compliance without compromising their business goals.

Manage compliance according to your business rules

Cassie has the flexibility to provide the data structure you need to ensure that your compliance journey never gets in the way of your business strategy

Query at speed

With Cassie, businesses can query their data and retrieve the information needed in real-time.

We work with clients with large data volumes, and Cassie has an impressive track record in delivering for clients with up to 350 million data subjects. Cassie can handle up to 50,000 record requests per second.

Single source of truth

Cassie allows users to have multiple identifiers to reconcile consent and preference data held in multiple systems to give a single source of consent data which is then applied across their entire estate.