Redpoint and consent management

Introduction

Consent management is a critical component of any MarTech (marketing technology) solution that aims to deliver personalized and relevant experiences to customers across channels and touchpoints. Consent management systems (CMS) enable organizations to collect, store, manage, and apply consent data in compliance with various privacy regulations and customer preferences. However, consent management alone is not sufficient to achieve the full potential of personalization. Organizations also need a customer data platform (CDP) that can unify, enrich, and activate customer data from multiple sources and systems, and leverage consent data to tailor experiences to only opted-in scenarios.

In this document, we will explore Redpoint's point of view on consent management and the role of CDPs alongside consent management systems in MarTech solutions. We will also discuss how Redpoint integrates with various consent management providers and how Redpoint uses consent data to support personalization.

Primary functions of a CMS

A consent management system is a system of record for consent data that performs the following primary functions:

Consent Collection and Storage: A CMS collects and stores consent data from various sources, such as web forms, mobile apps, email, call centers, etc. A CMS also maintains a history of consent data and provides fast lookup capabilities.
Consent Lifecycle Management: A CMS manages the expiry and renewal of consent data, as well as the withdrawal and revocation of consent by customers. A CMS also applies business rules and logic to consent data, such as default values, inheritance, and cascading.
Regulatory Compliance: A CMS ensures compliance with various privacy regulations, such as GDPR, CCPA, LGPD, etc. A CMS also provides audit trails and reports to demonstrate compliance and accountability.
Transparency: A CMS provides a preference center user interface that allows customers to view and manage their consent and preferences across channels and categories. A CMS also provides granular controls and options for customers to opt-in and opt-out of specific scenarios and purposes.
Integration: A CMS integrates with other systems and platforms, such as CDPs, CRMs, marketing automation, analytics, etc. A CMS also provides APIs and bulk import/export capabilities to facilitate data exchange and synchronization.

Some common examples of consent management systems include OneTrust, TrustArc, Quantcast Choice, PossibleNow, and Qonsent.

Role of a CDP alongside a CMS

A CDP is a platform that unifies, enriches, and activates customer data from multiple sources and systems, such as CRM, web, mobile, email, social, offline, etc. A CDP creates a single and complete view of each customer that can be used to deliver personalized and relevant experiences across channels and touchpoints. A CDP performs the following roles alongside a consent management system:

Data Unification: A CDP ingests and integrates consent data from a CMS, along with other customer data from various sources and systems. A CDP also matches and merges consent data with other customer data to create a unified and consistent consent profile for each customer.
Data Enrichment: A CDP enriches and enhances consent data with other customer data, such as behavioral, transactional, demographic, psychographic, etc. A CDP also applies advanced analytics and machine learning to consent data to generate insights and predictions, such as propensity to opt-in, consent value, consent lifetime, etc.
Data Activation: A CDP activates and leverages consent data to tailor experiences to only opted-in scenarios and purposes. A CDP also captures and utilizes only the minimum required data for each scenario and purpose, respecting the customer's consent and preferences. A CDP also provides feedback and updates to a CMS on the outcomes and impacts of consent data on customer engagement and loyalty.

Integration Patterns between Redpoint and a CMS

Redpoint supports the following integration patterns between Redpoint and consent management systems:

Real-time Integration: Redpoint integrates with a CMS via APIs to exchange consent data in real-time. This integration pattern enables Redpoint to access and apply the latest and most accurate consent data for each customer and each scenario. This integration pattern also enables Redpoint to provide real-time feedback and updates to a CMS on the outcomes and impacts of consent data. For example, Redpoint can use the CMS API to check the consent status of a customer before sending an email or a push notification, and also update the CMS with the response and engagement data from the customer.
Batch Integration: Redpoint integrates with a CMS via bulk import/export to exchange consent data in batch mode. This integration pattern enables Redpoint to ingest and synchronize large volumes of consent data from a CMS. This integration pattern also enables Redpoint to provide batch feedback and updates to a CMS on the outcomes and impacts of consent data. For example, Redpoint can import a file of consent data from the CMS on a daily or weekly basis, and also export a file of consent metrics and KPIs to the CMS.
Hybrid Integration: Redpoint integrates with a CMS via a combination of APIs and bulk import/export to exchange consent data in both real-time and batch mode. This integration pattern enables Redpoint to leverage the benefits of both real-time and batch integration, depending on the use case and the data volume. For example, Redpoint can use the CMS API for real-time consent verification and feedback for high-priority and time-sensitive scenarios, and also use the bulk import/export for batch consent ingestion and synchronization for low-priority and non-time-sensitive scenarios.

Why you need both a CDP and a CMS

While the CDP plays a vital role in integrating, enriching, and activating consent data, the CDP should not be the enterprise system of record for consent. The reasons are:

A CDP is not designed to handle the complexities and nuances of consent management, such as consent collection, storage, lifecycle, compliance, and transparency. A CDP is not a substitute for a dedicated consent management system that has the expertise and capabilities to perform these functions.
A CDP is not the only system that needs to access and apply consent data. A CDP is one of the many systems and platforms that integrate with a consent management system. Other systems, such as CRM, marketing automation, analytics, etc., also need to interact with consent data. Therefore, a consent management system should be the central and authoritative source of consent data for the entire enterprise.
A CDP is not the best place to store and manage consent data from a security and privacy perspective. A CDP stores and processes a large amount of customer data, some of which may be sensitive and personal. A consent management system is designed to store and manage consent data with the highest level of security and privacy, such as encryption, anonymization, access control, etc.
A consent management system lets customers and administrators control consent data easily. Customers can see and change their consent preferences and policies. Administrators can set up and adjust the consent management system. A CDP does not have the user interfaces to support these features.

Conclusions

In this document…

We discussed the role and benefits of the CDP as an enterprise system of record for customer data.
We explored how a dedicated CMS can complement and enhance the CDP's capabilities by providing a robust and comprehensive solution for consent data.
We demonstrated how a CMS can handle the various aspects of consent data, such as collection, storage, lifecycle, compliance, and transparency, more effectively and efficiently than the CDP.
We explained how a CMS can serve as a single point of access and application for consent data across the enterprise, ensuring security and privacy for customers and compliance for the organization.
We highlighted how a CMS can offer the user interfaces to let customers and administrators control consent data easily and conveniently.

Therefore, we recommend using a CMS as the central and authoritative source of consent data for the entire enterprise, and integrating it with the CDP to enable a seamless and consistent customer experience.