The rules of the game: What are GDPR and ePrivacy?

With the introduction of the GDPR (General Data Protection Regulation), the EU created a standardized legal framework for collecting and processing personal data. It applies to all companies that process the data of EU citizens.

The GDPR has forced companies to address data protection on a large scale and take it seriously. It has strengthened consumer rights and increased obligations for companies.

The ePrivacy directive (“Privacy and Electronic Communications Directive”) has been in effect since 2002. It was supposed to be replaced by the ePrivacy Regulation. However, ambiguities and unfavorable circumstances have delayed its implementation. Once introduced, it will significantly shape data protection in digital communication.

Only “Yes!“ means “Yes!”: Why do we need consent?

Collecting data and running data-driven marketing costs money. Companies employ many employees and agencies in this area, ideally allocating their budget for online advertising based on previous data-driven evaluations. And to that, we say: Bravo! That’s true data-driven marketing. However, this only works if you have enough data to base your findings on.

Due to GDPR and several technical developments from tool and browser operators (like the end of third-party cookies or tracking protection features), you need to establish processes to ensure your data foundation remains meaningful. It needs to also be data protection-compliant and ethical. Many data can no longer be processed without the informed, voluntary, and express consent of online users.

The equation is simple: Less data → Inaccurate analyses → Poor decisions → Lower ROI.

We explain what you can still measure without consent and for what you need explicit consent. 

Consent-driven marketing: What do “consent rate” and consent rate optimization” mean?

The consent rate is the percentage of your website visitors who have given consent to certain tracking measures or cookies. For example, if 7 out of 10 users agree to cookies via your consent banner, your consent rate is 70%.

We help ensure your visitors know exactly how their data will be used, and that they give their consent willingly. Our process is transparent and ensures they are well-informed. This way, you still have a meaningful amount of data to base your decisions on.

The key thing here is to avoid using manipulative techniques like dark patterns. Instead, we focus on gaining consent through good communication, education, transparency, and trust-building. This way, your customers are happy to share their data with you—without any deceptive tactics and disadvantages if they don’t. 

For technical implementation, measurement, and optimization, we use up-to-date and proven methods from the field of conversion rate optimization. We develop hypotheses based on your requirements and test them with A/B/n tests to gradually gain a better understanding of your users and secure your data foundation in the long term. 

“Tell me what you want, what you really, really want!“: What are the most common mistakes in data protection communication with customers?

Data protection communication is often too vague or so complex that it doesn’t build trust or add value.

We help you communicate clearly and authentically to your users, ensuring you're perceived as a trustworthy, customer-centric company. We avoid manipulative dark patterns to demonstrate that you respect your customers' privacy. 

To find the perfect tonality and visual style that fit your brand, we use modern workshop and ideation methods like Design Studio (a type of UX workshop that helps teams). In these workshops, participants draw and design communication tools, provide feedback, and work together to create the ideal prototype.

Let’s talk about audits, baby! How do I find out if our internal processes and website analyses are 100% GDPR compliant?

Maintaining data security and data protection is essential for any data-driven organization. FELD M helps you implement compliant tracking across all channels and identifies any inconsistencies.

We carry out a thorough audit of your technical setup and consent management. In the end, you’ll receive an audit report with specific to-dos, prioritized recommendations, and best practices for improvement. Of course, we’re also happy to help implement these recommendations.

How do we choose the right CMP (consent management platform) for our needs?

Here's what often happens: you've decided to implement a CMP, but choosing a tool provider proves difficult. Many CMPs seem similar but have their distinct features. Familiarizing yourself with all the tools such as Usercentrics, Didomi, or One Trust, can be time-consuming, involving multiple appointments and demo account logins.

Implementation can also be perceived as difficult, as few developers have experience implementing consent management platforms.

FELD M has years of experience with all the leading tool providers and can advise you in detail on your choice of platform. Our advice is neutral, independent, and tailored to your individual needs. If you'd like, we can provide you with a pre-defined and tried-and-tested evaluation process to help you choose the right platform.

What’s a TrendRadar?

For several of our customers, we offer regular TrendRadar meetings. In these sessions, we provide deep insights into future trends across multiple areas, including analytics, privacy, data strategy, browsers, marketing technology (MarTech), tools and technology, as well as digital ethics.

We usually begin with a coordination meeting, where clients bring their ideas and questions. We also proactively introduce topics of interest. Based on the client’s needs, we draw up an agenda and prepare detailed presentations or more interactive TrendRadar workshops.

TrendRadar sessions generally last between 1.5 to 4 hours and usually take place on a quarterly or semi-annual basis.

With Trend Radars, our customers aren’t caught off guard by new technologies and developments. Instead, they stay one step ahead of their competitors.