artegic and UNO Refugee Aid receive MarketingSherpa Award for solutions in legal data use

The exploi­ta­ti­on of pro­gres­si­ve methods for the spe­ci­fic and per­so­nal collec­tion and ana­ly­sis of user beha­viour is an indis­pensable com­pe­ti­ti­ve fac­tor in online mar­ke­ting. Howe­ver, com­pa­nies face the chal­len­ge of com­ply­ing with exis­ting and future data pri­va­cy restric­tions. This means: Obtai­ning user con­sent – opt-ins – for com­pre­hen­si­ve data usa­ge. For their trend-set­ting CRM stra­te­gy to obtain, pro­cess and deve­lop legal opt-ins based on inno­va­ti­ve Pri­va­cy Admis­si­on Con­trol tech­no­lo­gy, artegic and UNO Refu­gee Aid have been awar­ded the Mar­ke­ting­S­her­pa Email Awards 2014.

The Mar­ke­ting­S­her­pa Award is a major inter­na­tio­nal award in the digi­tal mar­ke­ting sec­tor. Every year, the most inno­va­ti­ve and best solu­ti­ons and email cam­pai­gns recei­ve the pri­ze. This year, artegic and UNO Refu­gee Aid recei­ve a spe­cial award for their inno­va­ti­ve approach to legal­ly obtain and deve­lop email mar­ke­ting con­sent, as well as mana­ge data pri­va­cy based on artegic’s Pri­va­cy Admis­si­on Con­trol.

Tog­e­ther with UNO Refu­gee Aid, artegic has deve­lo­ped a com­pre­hen­si­ve data­ba­sed CRM stra­te­gy. The aim was to con­cep­tua­li­se and rea­li­se opt-ins and lead deve­lop­ment pha­ses of all touch points, as well as to estab­lish a method to legal­ly obtain and save opt-ins and data pro­tec­tion decla­ra­ti­ons. We have crea­ted a tech­ni­cal basis in order to dis­play the dif­fe­rent opt-in sources with spe­ci­fic con­sent (Pri­va­cy Admis­si­on Con­trol). Based on the sta­te of infor­ma­ti­on of each con­sent, a num­ber of mul­ti-level cam­pai­gns were pro­du­ced in order to deve­lop par­ti­ci­pants and their pro­fi­le infor­ma­ti­on.

“For our work, it is indis­pensable to inform donors and sup­por­ters about the latest deve­lop­ments – par­ti­cu­lar­ly in cur­rent cri­sis situa­ti­ons. It is our spe­ci­fic con­cern not to send unso­li­ci­ted infor­ma­ti­on. The mea­su­res deve­lo­ped with artegic, enab­le us to con­duct a legal and tar­get-group spe­ci­fic online dia­lo­gue with our donors”, says Bet­ti­na Kroll, Online Edi­to­ri­al & Mar­ke­ting at UNO Refu­gee Aid.

“The con­sis­tent obtai­ning of sui­ta­ble agree­ments and the legal use of lar­ge data volu­mes is beco­m­ing a fac­tor, which is cri­ti­cal to suc­cess in mar­ke­ting. Important here is the tech­ni­cal abi­li­ty to imple­ment per­mis­si­on-based tracking and pro­filing methods, as well as the deve­lop­ment of con­cepts to obtain the con­sent in a tar­ge­ted and suc­cess­ful man­ner”, says Ste­fan von Lie­ven, CEO at artegic AG.

Legal Con­for­mi­ty Through Pri­va­cy Admis­si­on Con­trol
Suc­cess­ful email and online dia­lo­gue mar­ke­ting now requi­res tar­ge­ted and rele­vant com­mu­ni­ca­ti­on. The con­tent of cam­pai­gns as well as the selec­tion of tar­get groups must be based on the spe­ci­fic inte­rests and requi­re­ments of each indi­vi­du­al addres­see. Apart from a pure­ly sta­tis­ti­cal ana­ly­sis of cam­pai­gns, this makes it pos­si­ble, in par­ti­cu­lar, to collect, store and ana­ly­se the user beha­viour of the indi­vi­du­al reci­pi­ents. This per­so­nal mea­su­ring of respon­ses is an important tool to iden­ti­fy, e.g. inte­rests as click beha­viour and bet­ter mana­ge them.

In prac­tice, howe­ver, com­pa­nies face legal restric­tions when it comes to the collec­tion and pro­ces­sing of per­so­nal respon­se data. The genera­ti­on of user pro­files from respon­se data is sub­ject to legal restric­tions of the data pri­va­cy and com­pe­ti­ti­on law in Ger­ma­ny and other European coun­tries. With its Pri­va­cy Admis­si­ons con­trol® (PAC), artegic has pre­sen­ted the first con­sis­tent app­li­ca­ti­on of Ger­man and European data pri­va­cy requi­re­ments on modern email mar­ke­ting. The inno­va­ti­ve pro­ce­du­re has recei­ved nume­rous awards, among them the ECO Inter­net Award and the inno­va­ti­on award of the Ini­ta­ti­ve Mit­tel­stand.

The Pri­va­cy Admis­si­on Con­trol® ( func­tion of the ELAI­NE FIVE Online Dia­lo­gue CRM faci­li­ta­tes the expan­si­on of data usa­ge decla­ra­ti­ons of older data bases, whe­re no gra­nu­lar collec­tion of con­sent took place. By kno­wing the spe­ci­fic level of con­sent, it is pos­si­ble to request an update or expan­si­on of the con­sent suc­ces­si­ve­ly and across all touch­points at every oppor­tu­ni­ty or during spe­cial cam­pai­gns. All users can be selec­ted and approa­ched accord­ing to data source, data pro­tec­tion decla­ra­ti­on or spe­ci­fic pro­filing method.

Due to the exact con­trol accord­ing to indi­vi­du­al data pro­tec­tion decla­ra­ti­ons, an inte­gra­ti­on of tracking pro­ce­du­re in online dia­lo­gue mar­ke­ting wit­hout com­pro­mi­se bet­ween data pri­va­cy and eco­no­mic inte­rests is now pos­si­ble for the first time. Ana­ly­sis and pro­filing pro­ce­du­res can be ful­ly imple­men­ted, as their app­li­ca­ti­on is indi­vi­dual­ly con­trol­led for each user.

artegic AG – Know-how and Tech­no­lo­gy for Online CRM
artegic AG sup­ports com­pa­nies in the con­struc­tion of loy­al and pro­fi­ta­ble B-to-B and B-to-C custo­mer rela­ti­ons via online chan­nels. Our ser­vice port­fo­lio inclu­des stra­te­gic con­sul­ting, tech­no­lo­gies and busi­ness ser­vices for online CRM and dia­lo­gue mar­ke­ting via email, RSS, mobi­le and soci­al media.

With the online CRM tech­no­lo­gy ELAI­NE FIVE, artegic offers a uni­que high-per­for­mance solu­ti­on for the com­pre­hen­si­ve rea­li­sa­ti­on of cam­pai­gns, as well as mar­ke­ting auto­ma­ti­on based on self-shar­pe­ning ana­ly­ti­cal custo­mer pro­files. artegic recei­ved the eco Inter­net Award 2012 for its trend-set­ting imple­men­ta­ti­on of data pri­va­cy requi­re­ments.

Inter­na­tio­nal­ly, each month, appro­xi­mate­ly 2.7 bil­li­on emails, SMS and soci­al media messa­ges are sent via ELAI­NE FIVE. As an asso­cia­ted com­pa­ny of the Fraun­ho­fer Gesell­schaft, artegic draws on the know-how of the lat­ter, as well as the exper­ti­se from long-stan­ding best prac­tice with renow­ned cli­ents, such as RTL, PAY­BACK,, REWE, max­do­me, Hyun­dai and the Ger­man Federal Minis­tries of Finan­ce and Jus­ti­ce.
artegic is cer­ti­fied com­pa­ny-wide by TÜV Rhein­land, accord­ing to the inter­na­tio­nal stan­dard for IT and Data Decu­ri­ty ISO/IEC 27001.

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