Data Management, Marketing & Compliance–The new supreme discipline for Marketers

Presented by

Tilman Harmeling - Entrepreneur in Residence Usercentrics GmbH; Julian Llorente - Director of Product Tealium

About this talk

The new era of privacy has created complexity for organizations in every industry. It’s a given that today’s consumer expects true personalization from every business they interact with, not just from digital-native businesses like Amazon, Netflix, and Spotify. At the same time, consumers are more conscious of their data privacy than ever. 97% of consumers are somewhat or very concerned about protecting their data. If organizations can achieve this balance of privacy and personalization, it can turn into a massive strategic advantage. For this reason, numerous companies use tag management systems such as Tealium iQ. Such a system makes it possible to control and manage customer data and martech providers across web, mobile, and IoT-connected devices. However, focusing only on data collection is no longer sufficient, because since May 2018, the GDPR stipulates that personal data may only be collected with the explicit consent of the user. This is where consent management platforms come into play – CMPs make it possible to obtain and manage user consent in a GDPR-compliant manner. In this webinar, we would like to introduce you to the integration between Usercentrics and Tealium iQ with the help of a short demo. This solution reduces the manual effort immensely and reduces the risk of non-GDPR-compliant data collection and transfer to third-party providers.

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Tealium powers the new era of real-time customer engagement and marketing, enabling global businesses to unlock their customer data and create more meaningful, relevant customer experiences. The company’s industry-leading customer data platform, comprised of an enterprise tag management solution, omnichannel customer segmentation and action engine, and suite of rich data services, creates a vendor-neutral data foundation that spans web, mobile, offline and IoT.