Gaining Consent - The Death of Remarketing & Personalisation...?

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BrianClifton, Author & co-founder Verified-Data.com
Gaining Consent
The Death of Remarketing &
Personalisation...?

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About Brian Clifton
Circa 1974...!
(1st) Head of Web Analytics, EMEA
2005-8
1990's Chemistry
100k books
Launched 2018

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2018 was the year privacy changed forever...

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2019 was the year browsers took a lead...
Resource: cookiestatus.com - Simo of course!
ETPITP TP
?Shields

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Why this is important
Ultimately it is users/customers that
are driving the "privacy first" approach

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Source: SAP/Hybris 2017 Consumer Insights Survey
What your customers think about privacy...

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Trust (or not) begins with
CONSENT

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Verified Data Study...
97.6%
of sites get consent wrong
Other Sources:
techcrunch.com/2020/01/10/cookie-consent-tools-ar...

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So what is going wrong...?
(get to know your browser dev tools)

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The FIVE big areas done wrong...
1. Ignoring consent
2. Pre-selected consent
3. Implied consent
4. Block access until c...

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Q: What is wrong with this...?

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#1 - ignoring consent... (not waiting for it)
Ignoring consent
Data already sent: scorecardresearch.com, Google Analyti...

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#2 - Pre-selected consent
Pre-selected
consent

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#2 - Pre-selected consent
Pre-selected consent
(buried in settings)

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#3 - Implied Consent
Implied
consent

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X
X
#4 Blocking access until consent given
X
All
content
blocked

17
X
#4 Blocking access until consent given

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Maybe I can remove the block...

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#5 Ignoring explicit NO.... (lying?)
Cookie Name
Explicit NO
ignored • Google Analytics
• DoubleClick
• Hotjar

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Lying Ignoring explicit NO appears common...

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Lying Ignoring explicit NO appears common...
#4 All
content
blocked
#1 - Ignoring consent

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Lying Ignoring explicit NO appears common...
OFF

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Yet PEUGEOT still collects my data...
Explicit NO
ignored
Cookie Name

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And so on...
Explicit NO
ignored

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Even "experts" get
it wrong

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Termly - ignoring consent
Ignoring consent

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Termly - implied consent
Implied Consent
By clicking "Accept All Cookies", or by scrolling and
dismissing this banner, ...

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Termly - ignoring explicit NO
Implied Consent
By clicking "Accept All Cookies", or by scrolling and
dismissing this ban...

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Siteimprove failures
Ignoring consent
Implied
Consent

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The FIVE big areas done wrong...
1. Ignoring consent
2. Pre-selected consent
3. Implied consent
4. Block access until c...

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Why is it like this...?

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Issues for site owners (Data Controllers)
• Ignorance
• No senior stakeholder
• No court cases - Vueling, Planet 49
• S...

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Every site owner wants to avoid a binary Y/N choice
Given a binary
choice, visitors
select "Yes"
only 10-20%

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Or worse, the multi-choice nightmare...
Who would bother...???

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If you implement a binary consent mechanism...
Expect your site to
loose 80-90% of
its data..!

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Data loss in Google Anlaytics
-80%

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A simple fix for
avoiding binary
questions...

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Instead try this approach....
verified-data.com
Full privacy policy.

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Full privacy policy.

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The difference
Now potential loss of
only 10-20% in
traffic

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Some other stats...

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Anonymise IP set = 42.9%
Why is this so high? User confusion...?
"I am compliant if all IP addresses are anonymised and...

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BUT most collected PII is accidental... (that is no excuse!)
Note, not this form
If login fails, link appears with the ...

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Accidental PII is no excuse...!
Privacy is still not part of core website
development - its considered an add-on

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Some sites do get
consent RIGHT

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Credit where credit is due - Sites that get this CORRECT
CAUTION: Not just about consent on your home page.
EVERY page ...

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BrianClifton, Author & co-founder Verified-Data.com
Thank You
verified-data.com/freetrial

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verified-data.com/freetrial

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