Case study for the use of data: opt-ins

Challenge

As a media company, there are many ways to interact with your own customers. This includes various newsletters, offers or product offers — you communicate with potential or existing customers on various channels.

At any of these touchpoints, customers can give or withdraw permission to be contacted.

An example: A customer took part in a competition organized by the local soccer club and subscribed to an online magazine about sports. As a result of the competition, the customer receives a newsletter about soccer. But he is now withdrawing this permission. However, he has continued to subscribe to the online magazine.

For many companies, this diversification between the various opt-ins is a major problem. However, “overlooking” these opt-ins causes damage to the customer's reputation. They do not feel taken seriously and are quickly annoyed by newsletters, which continue to be delivered even though they are unsubscribed from them. This can have a significant impact on the overall image of the brand.

Solution

The solution to this problem is called profiling.

Technically, you can aggregate the status of the customer on a customer data platform. As a result, you can always see exactly what you can and can't, which newsletters and messages can be sent and where the customer can be targeted.

This makes the customer feel understood because you take into account what they want from the publisher.

Alternative solutions for this profiling include manual comparisons. These too often cause discrepancies and very high costs.

The benefits of a solution from The Data Institute

This profiling averts legal risks that would otherwise arise if you do not take the opt-ins into account. Customers also feel happy and understood — you work in a customer-focused manner. In addition, this procedure saves manual work and therefore costs.