Since GDPR came into force in 2018, attitudes towards personal data have significantly changed - individuals are becoming increasingly aware of the risks of sharing their data online and businesses are becoming more apprehensive about the implications of managing it incorrectly. As data and technology continue to evolve, requirements will inevitably change further and it is imperative that businesses have a solution in place that allows them to rapidly respond to updated laws and regulations.
Recently, we designed, developed and launched a bespoke consent management platform (CMP) for our client Quorn Foods. Quorn is a global brand and, as such, has an online presence in multiple countries around the world. Each market has their own unique requirements when it comes to managing cookies. For example, some markets are not currently running advertising cookies on their sites, whilst for others the ability to opt in or out of advertising cookies was an immediate requirement.
Although there are a number of off-the-shelf services available, Quorn required a solution that would allow them to easily manage the unique needs of each market from a central place. Utilising Quorns existing Google Tag Manager account we created a series of triggers, with added exceptions, that are custom to each market.
When a tag (e.g. Facebook Pixel) is present on any of Quorns websites, it will not be triggered until the user has accepted the relevant permissions and Tag Manager has collected their consent. This set-up eliminates any room for error and provides Quorn with a watertight and fully compliant solution.
This example demonstrates how the Facebook Pixel tag can be quickly added to Quorns existing Tag Manager account and will not trigger until the user has opted to accept advertising cookies.
Putting an effective, fully compliant CMP solution into place requires a considered approach and for that reason we worked closely with Quorn throughout the project to understand the long-term requirements of each market.
We also helped the client to understand the impact that a CMP solution may have on Google Analytics data - developing prototypes and running tests to monitor the effect on metrics such as page views and time on site. Due to the nature of Quorns websites and their highly engaged audiences, the changes proved not to have a negative impact on engagement.