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Managing the Explicit Consent

In order to legitimize different types of data processing, you must obtain the explicit consent from the person whose data are processed, via a clear declaration. This person must also be able to withdraw their consent.

Moreover, the data processor must be able to provide the proof that the person whose data is processed gave them their consent.

Actito enables you to manage the Marketing Consent, which is the global consent given by the person for their personal data to be processed for marketing purposes.

Besides, Actito also enables you to closely manage the interest of the customer for your brand, thanks to ‘subscriptions’ (For more information, see also ‘Creating a personalized unsubscribing process').

Implications for your marketing strategy​

  • Centralisation and simplicity: marketing consent centralises customer consent, simplifying the management of subscriptions for different channels.
  • Respect for preferences: By respecting negative responses to marketing consent, you demonstrate your commitment to respecting your customers' preferences, thereby reinforcing trust and loyalty.

By integrating these principles into your strategy, you can optimise your campaigns while ensuring respectful and targeted communication with your customers.

In Actito, the marketing consent is stored in the profile table.

In order to correctly implement this marketing consent in the platform, you must choose the predefined attribute 'marketingConsent’. It is a Boolean field which can only be used once in a profile table. This attribute will be used by default to filter communication campaigns (whatever the channel).

For more information, see ‘Adding an attribute to a profile table’.

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When you select ‘marketingConsent’, this predefined attribute is recorded by default as mandatory.

If your database is already populated when adding this attribute, you will have to change this attribute to optional, otherwise you would be forced to add a default value to all existing profiles in your database.

  1. Subscriptions linked to communication channels (except sms campaigns):

    • Email campaigns and push notifications have specific subscriptions, which means that if a profile gives his consent for these channels, he will receive the corresponding communications. However, if you have the ‘marketing consent’ attribute set up in your database, this will take precedence over the subscription.
    • For example: if a profile is subscribed to your ‘Newsletter’ subscription and their marketing consent is set to ‘no’, they will not receive your e-mail campaign even though they are subscribed. For the profile to receive your communication, they must have answered ‘yes’ to the marketing consent and have subscribed to your e-mail campaign.

  2. Special features of SMS campaigns - Global consent and opt-out in SMS campaigns:

    • Unlike emails and push notifications, SMS campaigns do not have specific subscriptions, so a customer who has answered ‘no’ to the marketing consent in your database will not receive your SMS messages, as these campaigns are only governed by global consent.
    • If a profile has given his consent to marketing consent (by answering ‘yes’), he will receive your SMS campaigns. However, he will always have the option of unsubscribing from SMS campaigns by sending an SMS STOP, which will place them in an SMS quarantine, guaranteeing that he will receive no further messages via this channel.

The consent collected is stored in the profile, under the ‘Interactions’ tab.

Interactions

If you need more information than the (yes/no) status, click on the details button:

This will open a side panel with the following information:

  • Data collection source: the means by which Actito collected the information
  • Data collection way: when the source is an Actito form, this data will display technical information related to the device used by the profile to give its consent
  • Data collection moment: it is the date and hour at which Actito collected the information

Consent details

To obtain the consent of a profile and keep it up-to-date, Actito enables you to:

  • create a collection form, and link it to an (e-mail or SMS) campaign.
  • create a preference center, to be used as scenario to unsubscribe an e-mail campaign.
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For more information about the creation of those forms, we invite you to read the 'subscriptions chapter'.

Depending on the consent status recorded for each profile, Actito will automatically filter any e-mail sent to a profile whose marketing consent is negative.

If this information has not been collected (meaning that there is no value for the ‘marketingConsent’ attribute), Actito will not filter the e-mail campaign for the profile.