Global B2C marketing automation company Selligent Marketing Cloud (Selligent) announced the launch of a first-of-its-kind Consumer Information Management tool that provides brands with a self-service interface to support consumer privacy regulations. Available to Selligent Marketing Cloud clients, the tool makes it easy for clients to adhere to consumers’ data privacy requests from collection or removal of personal information to unsubscribing to communications all in a few clicks. Currently supporting brands for General Data Protection Regulation (GDPR) compliance in Europe, Selligent also plans to make the Consumer Information Management tool applicable for California’s Consumer Privacy Act (CCPA), to be enacted on January 1, 2020.

“Supporting clients on their quest to GDPR compliance over the last year has given us valuable insight into how to navigate the new rules for data privacy,” said Chris Botting, COO of Selligent Marketing Cloud. “Our clients understand that privacy regulations are an important part of safeguarding their relationships with consumers. Ultimately, transparency is key as the more consumers know about how their data is being used for their benefit, the deeper the brand-to-consumer trust becomes. This tool is designed to make it easier for our clients to comply with their obligations related to their consumers’ data privacy preferences.”

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Along with Selligent Marketing Cloud features, the Consumer Information Management tool allows brands to manage personal data across the entire customer profile, to build privacy settings and filters into campaigns, helping automate user preferences in a manner that can be easily managed, regardless of channel or campaign. It allows for consistency throughout the customer relationship and includes capabilities that address Data Subject rights noted in GDPR and CCPA regulations such as:

• Right to Transparent Information;
• Right to Access Data;
• Right to Rectification;
• Right to be Forgotten;
• Opt-out rights;
• Right to withdraw consent.

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Selligent’s Consumer Information Management tool has proven to give global brands a user-friendly way to adhere to consumers’ privacy requests. It omits operational confusion or redundancy for marketers so compliance – whether with GDPR or CCPA can be easily managed.

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