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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