• Because of the UK GDPR laws on safeguarding personal data, statistics and marketing cookies used by most websites to collect this personal data are subject to the UK GDPR.
• To track personal data, you must first get your customer’s consent before setting cookies. Your customers should be aware of and consent to any data tracking you plan to do.
• You must track where and when you need consent. You should also state what kind of data you want and why you want that data.

Why is it important? Because complying with the UK GDPR laws ensures you’re staying compliant with one of the world’s most important data protection laws. It also helps you avoid fines or penalties.

Consent and preference management are two business practices that can help you streamline your marketing efforts, increase customer reach, and reduce costs.

1. Build confidence
   Let customers choose if, when, and how their personal data is used. Show your company's respect for their privacy and let them be in control.
2. Create a better profile of your customers’ interests
   By collecting and studying more customer data with their permission, profile your customers’ interests and preferences better and increase your engagement and conversions.
3. Boost trust and brand loyalty
   Trust is the new brand equity. Your customers are more likely to feel connected to a company if they have the option to give their consent and share their preferences. This gives you an opportunity to nurture your relationships and offer better customer experiences.

Cookie managers allow your customers to choose whether or not your company can store their data.

Consent management allows your customers to choose whether or not to get communications.

Preference management allows your customers to choose how often you may contact them and about what.

You can also watch Preference Manager and Cookie Manager explained video for more.

Reaching the right target audience is a goal for every marketer, and this is where collecting customer data plays a key role.

With data collection becoming increasingly common among companies of every size, data privacy is now a growing priority for the customer.

In fact, 71% of customers want to control their data. Almost the same number would share their information if they oversaw it.

Check out Consent and preference management - what every marketer needs to know for more.