Replay Master Class: Reconciling Tracking Performance and Respect for Privacy

Data collection: let's all be Data-Responsible!

The author

Eric Dumain


Published on


5 minutes

Data collection: let's all be Data-Responsible!

As GDPR controls intensify and fines fall, the major challenge for digital teams is to boost the rate of consent acceptance. In short: no consent, no data, no visitor knowledge and no conversion. Companies, digital professionals, consumers... Let's all be responsible when it comes to data collection. 

Everyone has a role to play, everyone has a contribution to make

Taking advantage of regulations rather than opposing or ignoring them; that's being Data-Responsible. Everyone has a role to play and the consumer must contribute fully.

If marketing is a provider of data for business, it is above all a big consumer of data from the market, surveys, customer feedback (...) and of course digital environments.

Web users

If the uses of digital have increased significantly in recent years, consumers are no longer ignorant of the dangers of the web

  • They navigate in private mode to avoid being traced. 
  • They refuse consent to withhold information.
  • They refuse consent to avoid ads... 

Certain beliefs are hard to dispel and lead to strange shortcuts, regardless of the socio-professional category questioned. There is obviously a lot of work to be done by advertising professionals and the media to inform the general public.

The regulation

The change in regulations on April1, 2021, turning ignored consent into rejected consent, has only exacerbated the loss of data for marketers: from 20% following the "police" to 80% following the protesters.

Data On Duty's finding...

Out of more than 200 companies consulted and 2,000 audits produced between April and September 2021, the data loss is more like 60%. Regaining click-through rates will inevitably require information and communication to consumers.

Digitization: more than an idea, a fact

Denying the digitalization of the business is nonsense, as well as denying the necessity of data collection. On a daily basis, the consumer is solicited continuously (supermarket, store, car dealership...). Yet, these services do not require prior consent.

Thus, if the GDPR ore-Privacy were applied to the real world, there would be a violation of the regulations and thus theft of personal data in the sense of these regulations.

Regulation: the followers and the naysayers.

If the GDPR and e-Privacy are often decried by professionals, they are precisely applied by the stakeholders who follow their evolutions.

The arrival of new rules means: 

  • knowledge, 
  • information, 
  • new processes, 
  • time and human investment...

And we're just getting started. Some research firms predict that by the end of 2023, the personal data of 75% of the world's population will be covered by new regulations.

Yet, the GDPR and other data regulations are often rejected by professionals. Moreover, they are often seen as coming from opaque and illegitimate bodies that have erected a few special cases into generalities in order to legislate.

The result is a lack of understanding by professionals, businesses, publishers, media and even consumers - who simply want their privacy protected. 

Consumer data and consent

In terms of consumer information and communication, we will have to start from scratch, because digital players forget that they represent less than 1% of the active population in France.

One of the first lines of communication could be to remove some urban legends:

  • Refusing consent does not block advertising.
  • Acceptance of consent does not allow personal data to be stolen.

It is up to advertisers, media and technology publishers toinform the consumer about:

  • what is actually considered personal data by the regulations.
  • what really happens when consent is ignored, rejected, accepted.

This will allow the consumer to make up their mind and decide on their consent.

Information and security organizations

If the State and the CNIL must inform consumers fairly and equitably, this is not the case. This work has never been done in a didactic, non-confrontational, repetitive way, as it should be when dealing with such an important issue for all the protagonists.

On the contrary, everything has been done to oppose these worlds to each other, up to the publication in the consent banners of abstruse rules for setting tags and cookies. Something that those who are in the business more or less understand, but that could mislead the majority of the population.

Data collection: becoming a Data Manager

Becoming Data-Responsible consists in committing and putting in place the means to prove its data-responsibility in a factual way. It is also an excellent opportunity to reconcile the challenges of the DPO and the CDO around the satisfaction of consumer expectations in terms of data protection and privacy.

It is therefore a major communication issue in the same way asecoresponsibility.

At Data On Duty, we offer to help you improve your trust index - consent - in order to have more qualified data, conducive to a better conversion, within a framework that respects regulations.

Data On Duty was able to determine from the 2,000 audits produced in 2021 that:

  • no personally identifiable data is collected in 100% of the cases, and this, in the 3 scenarios of consent: ignored, rejected, accepted;
  • 100% of sites and Web Apps violate the GDPR or e-Privacy, depending on the definition of personal data collection;
  • theuser experience is globally decreasing both on the distributed content and on the fluidity;
  • Regulatory compliance and tracking projects are simple, can be carried out at the same time and are part of a process of updating and continuous improvement.

If consumers are looking for a return to more qualified content and a smoother user experience, they are reluctant to advertise and collect data. Between paid sites, targeted and limited advertising, and untimely and massive advertising, the choice is quickly made. As long as they are assured that their data is not stolen or marketed without their knowledge.

There is no shortage of arguments in favor of accepting consent. All these communication axes are conducive to re-establishing trust with the visitor and leading him to commit himself. Want to know more? 

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