Trunomi and Marketo® offer marketers data rights and consent management capabilities to turn GDPR into an opportunity
Trunomi has announced a new partnership with Marketo to help businesses turn data privacy regulations, including the upcoming EU General Data Protection Regulation (GDPR), into an opportunity to improve customer service and engagement.
The solution combines the breadth of Marketo’s Engagement PlatformTM with Trunomi’s customer-driven, consent-based data sharing functionality.
Under increasing regulatory and consumer scrutiny, organisations must have robust controls to manage customer consent and preferences around their personal data use: what information is allowed to be collected, for what purpose, and what timeframe.
According to research from the Open Data Institute (ODI), 94% people agree that trust is important to them when deciding whether or not to share personal information. But many organisations have mis-managed or abused customer data in the past.
Now under GDPR and consumer pressure globally, organisations are seeking a consent management provider to help address the challenge, moving the organisation’s culture to one that recognises the primacy of an individual’s rights over their data.
Brands that build trust can reap enormous rewards. PwC’s 2018 Global Consumer Insights Survey revealed that one in three consumers rank ‘trust in brand’ among the top three factors that influence their decision to buy. The GDPR and global consent management providers offer significant competitive advantages to institutions that take the opportunity to transform their marketing data strategy. By prioritising customer transparency and control, businesses will subsequently build trust and loyalty.
At Trunomi’s core is an advanced distributed ledger that captures consent in real time, generating auditable and immutable consent receipts (TruCerts™) that allow data rights to be integrated into the Marketo Engagement platform using the Trunomi Data Rights building blocks (APIs).
Commenting on the partnership, Shai Alfandry, vice president, global head of ISVs and Launchpoint® ecosystem, Marketo said, “Trunomi’s work, bringing to market consent and data rights management technology, exemplifies the forward-thinking, innovative solutions we look for in our partners. We are thrilled to have Trunomi join the Launchpoint ecosystem and help make consent management easier for our customers.”
Marketo’s new and existing customers can access Trunomi’s service via Marketo’s Innovate Partner ecosystem: LaunchPoint.