IDC Spotlight: Unlocking the Value of Data Through Consent & Preference Management

Changes in regulations and technology have created new challenges for companies trying to accurately manage consent and preferences. Different departments often use separate systems to handle customer data, each with its own way of collecting consumer consent and preferences. This makes it challenging to reach a complete, compliant view of user data—often requiring time-consuming and bespoke engineering work—that can impact business growth.

To overcome these challenges, companies should consider upgrading to a unified consent and preference management system.

Ryan O’ Leary, Research Director at International Data Corporation (IDC) expands in detail on these challenges and the benefits of this unified approach in an exclusive IDC Spotlight “From No to Go: Unlock the Value of Data Through Consent and Preference Management” commissioned by Transcend.

In the IDC Spotlight, O’ Leary lays out the cost to businesses of not investing in modern consent and preference management tooling, noting:

“Similarly, traditional preference management tools face limited, shallow connectivity across all data systems and web applications, and they often require custom engineering work to automatically update user preferences into downstream applications.”

The result?

But when a modern approach is taken, O’Leary notes, the benefits are multiple and delivered to teams across the business—from marketers building personalized campaigns reliant on accurate customer data, to IT and engineering teams seeking to simplify internal infrastructure and tooling. At the intersection of this partnership are privacy and compliance teams, who can leverage unified tooling to reorient business partnerships—from blocking to unlocking business growth opportunities from a base of compliant, consented data.

“Modern consent and preference management platforms offer comprehensive solutions by automating and federating consent across various systems, reducing manual work, and enhancing data utility,” O’Leary found.