Personalization provides tailored experiences but raises privacy concerns in an increasingly regulated environment. New privacy laws like GDPR and CCPA are being enforced, expanding regulations. Most brands focus on legal compliance through "privacy theater" like cookie banners rather than prioritizing user experience. Modern approaches integrate privacy into the overall customer experience through preference management and progressive consent models. This improves consent rates and engagement while lowering compliance risk and increasing long-term customer value.

1. PERSONALIZATION IN THE AGE OF
PRIVACY

2. Personalization: the automatic tailoring of sites
and messages to the individuals viewing them
so that we can feel that somewhere there’s a
piece of software that loves us for who we are.
- David Weinberger, 1999
Web personalization is over-rated
- Jakob Nielsen, 1998

3. 5% of solutions removed from 2018 to 2019
8% unique companies added
Net growth of 3%

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…with increased complexity
Marketers struggle…
Impacting productivity and impeding
results
Outstripping Marketing’s ability to
cope

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Getting the right architecture
True cloud, SaaS architecture
Gartner now characterizes on-prem as legacy
Can’t let upgrades/fixes/patches slow you down
True privacy compliance needs compliant vendors

6. Strategy not technology
Too easy to select technology to fill gaps
in strategy
Define the actual end-goals and tactics
of personalization before vendor selection
Identify data collection & storage
requirements in GDPR/CCPA environment

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Build for agility
Personalization requires content, UX, design,
landing pages, campaigns
Ability to execute quickly can be more important
than data & automation
Prioritize best-of-breed & integrations
Retain nimbleness

8. Optimize then personalize
Throwing massive amounts of custom
content may not improve conversions
With an average of 15% improvement from
personalization, consider:
• 18% of visitors have disability
• Page load >3s can cause 30% bounce rate
• 24% of users have ad blockers
• Browsers blocking 3rd party cookies
• 30-60% opt-out rates in GDPR

9. Accelerating Privacy Regulation
GDPR – enforcement this year
CCPA – landing January 1
California
Connecticut
Hawaii
Maryland
Massachusetts
Nevada
New Jersey
New Mexico
New York
North Dakota
Texas
Washington

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91% want it 35% find it creepy
60% real-time promotions 80% don’t want geo

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Changing Privacy Expectations
Increase privacy regulation
Increased awareness and sensitivity
Increasing technological opt-out
Increasing competitive pressure

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Understanding consent rates
Crownpeak has delivered over 21 billion GDPR consent notices
Required affirmative accept or decline
17 million individual selections analyzed
Variation from 15% to 90% affirmative consent

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Non-compliance
Cookie walls are almost certainly
non-compliant with GDPR
Widely used and deployed
Can see 90%+ affirmative consent
Terrible UX – high bounce, high risk
Image by Albert Skibinski via bleepingcomputer.com

14. Moving beyond the grey banner

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Consent Impacts
Consent notice on-brand & integrated to site
+24%
Explicit accept and decline options
3x increase in “likelihood to share personal data”
Perceived value of page
+41% on high-value page
Language – direct vs vague depends on region
1.5x increase in UK with clear & concise language
1.4x increase in FR & DE with less distinct language

16. Privacy Theater
Most brands are under-delivering on privacy
Compliance cosmetics
Wait & see
Generous interpretations
Compare to Apple

17. Business & Risk Tradeoff
Some brands have tried, but have backed off
Judged that cost is greater than risk
Currently perceived risk is low
Time is on your side
Change in counsel perspective
Business Impact
ComplianceRisk

18. Penalties aren’t the only penalties
There’s a cost to negative experiences
Lack of trust hurts LTV
Consumer stealth is on the rise
“Big NO” vs. little no
Consent only benefits the company

19. Modern Privacy UX

20. Modern Privacy UX
What if privacy experience was part of
customer experience?
The new funnel before the funnel
First impressions matter
Value exchange

21. Preference Management

22. Progressive Consent

23. Transforming the equation
Lowering compliance risk while maintaining results
Move Privacy UX in to your Customer Experience
program
Improved consent rates
More engaged customers
Increased LTV
Business Impact
ComplianceRisk

24. Ian Lowe, VP Marketing
Email: ian.lowe@crownpeak.com
Linkedin: linkedin.com/in/idlowe