Wunderlich Analytics integrated a permission management

The systemic implementation of the General Data Protection Regulation (GDPR) of the European Union is still a challenge for many companies. How do you manage to generate the maximum value for the company from customer data and at the same time act legally compliant and be transparent for the customer? This is often still associated with high costs and technical risks, often due to data silos and existing system boundaries. In a project, Wunderlich Analytics has demonstrated an efficient solution for the management of marketing permissions.

As early as 2019 Wunderlich Analytics took over the responsibility for the introduction of a Marketing Permission Management (MPM) for a long-standing customer. In a selection process, a product solution was chosen which meets the requirements of a modern MPM in a special way and which has the most important components both professionally and technically. Advantages of the selected solution are:

• Capture of permissions and proofs with all mandatory information according to GDPR
• Management and distribution of consent texts to all touchpoints
• Merging of consents from digital and traditional channels
• Permissions with effect for international enterprise structures and various legal entities
• Central solution, cloud capability, APIs, real-time
• Clear customer identification via functional and technical integration with a master data management

In December 2019, the solution was successfully integrated into the customer's CRM platform. As a result, customer permissions are now available to sales and service in a consistent and, above all, legally compliant manner. A front-end for the data protection officer ensures that customer enquiries can be handled even more efficiently. During the course of the project, Wunderlich Analytics was the business lead and was completely responsible for requirements definition, vendor selection, system introduction, as well as for coordination of the development and test activities during the integration. Upon successful completion of the integration, the responsibility was transferred to a newly created position in the company.

Wunderlich Analytics sees a high future potential for centralized permission management solutions in the market. The experiences of the project will be used to easily transfer MPM projects. The goal is the conceptual development of a general roadmap, including project plan and migration path as a blueprint for further companies.

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