Privacy Barometer 2023
We’re back with the 2023 edition of the Privacy Barometer based on almost 700 consent banners displayed by our customers! Discover the results on this year’s infographic below. Click here to compare with the results of the Privacy Barometer 2022
How to use CDP at each stage of the customer lifecycle
The customer experience is played out at every stage of the customer relationship lifecycle. Key moments for which the data collected in the CDP plays a key role. Discover our review of the use cases. It all starts with the first messages sent. Those that capture the attention and lead to the acquisition of the […]
Server-side Migration: why proceed step by step
Migrating to the server-side must be done gradually, partner by partner. The aim is to give yourself time to “test and learn” and to work on the quality of the data. No, opting for server-side does not mean that all partners have to be migrated in a hurry. On the contrary, everything is converging […]
End of free tracking: good news for the ecosystem?
For clients and partners alike, it’s a cold shower: recent developments in Google tools (Analytics, Looker Studio, Tag Manager) lead to paying for what was previously free. Bad news? Not so sure… A picture that you can only really understand if you take three steps back. This is the experience of many analytics managers […]
Customer knowledge: integrate and secure your data
On March 23, François Labonne, Head of Professional Services and Nicolas Naparty, Customer Success Accelerator at Commanders Act hosted a webinar on Data Governance and more specifically on data integration and security. Here are the key points. 1. What is Data Governance ? “Data governance is everything you do to ensure that data is secure, […]
What data strategy when media budgets are at half mast?
Since the summer of 2022 and for the first half of 2023 at least, media budgets, including digital, are like the economy: gloomy. How can we continue to work with data in this context? On which pillars should we rely to get the full value of interactions with audiences? Here’s an overview. A low tide […]
Improving data quality, a key issue for companies
In a world where data is increasingly valuable to businesses, ensuring its quality is essential to guaranteeing the effectiveness of campaigns and therefore maximizing marketing investments. This is where our platform comes into play. Why is data quality so important to businesses? Data quality is crucial for businesses because it directly impacts their ability to make informed […]
Infographic Sales 2023 – Best practices to increase customer engagement during sales
In a context where 48% of French people say they are worried about their purchasing power and 75% want to change their purchasing behavior (OpinionWay study, “From purchasing duty to purchasing power: the relationship of the French with consumption” 2022), the sales represent a critical period for advertisers who must be creative to stand out among the […]
Checklist 2022 – Improve your tracking before Black Friday
Like every year, Black Friday promises to attract a lot of people, which should generate a large amount of data to be processed by data teams. Make sure your tracking is ready for this event by reading our best practices. Did you like this checklist and want to know more about your […]
Consent management in Spain: 5 reasons to accelerate
Although Spain has adopted the GDPR (General Data Protection Regulation) like many other European Union countries, its application on the ground remains contrasted. Like the CNIL in France, the SADP (Spanish Agency for Data Protection) has issued guidelines and published guides to support companies and facilitate their compliance with the GDPR, particularly with regard to […]
4 steps in preparation for server-side tag management
With the advent of Intelligent Tracking Prevention (ITP) updates from Apple and Google’s announcement to get rid of third-party cookies, server-side tag management really gained momentum. Most browsers, devices and channels have now stopped using third-party cookies, which will make client-side tagging obsolete in the future. These 4 steps in preparation for server-side tag management […]
How to choose the right CDP?
All Customer Data Platforms can build unified customer profiles. But features still vary widely among systems, both in terms of the core features that build customer profiles and additional features that perform other functions. Finding the right CDP for your business requires a close look at what each system provides compared with what your company […]
Identifying & reaching out to consumers across channels
Whether on the website, in the store or via email, every channel which enables consumers to communicate with a company generates customer data. However, each of these channels provides only a fraction of the information about the consumer as a person. Only when the various details are amalgamated does a uniform picture emerge – like […]
Infographics – 10 misconceptions about Server-Side
Access the full article on the 10 myths about the Server-Side here.
Privacy Good practices 2022
To find all the results of the 2022 Privacy Barometer click here Register here for our privacy optimization program!
Privacy Barometer 2022
Click here to compare with the Barometer 2021 Do you want to optimise your privacy banners? Discover our best practices! *This study has been conducted in the context of the French Data Protection Authority (CNIL)
The benefits of the Server-Side model
There are two ways to collect the signals that customers send out when visiting a website or using a mobile app. The first method involves getting the browser to execute small fragments of code (tags) when loading pages. These tags collect and send the data (origin, content, profile, etc.) to the partners who have been […]
Server-side: 10 myths debunked
In the wake of the cookieless era, the “server-side” model (i.e. server-based data collection) is steadily gaining traction among digital marketing teams in their campaign roadmaps. This new development has raised a number of question marks, doubts and fears, and has even spawned a few myths… Myth #1: “With server-side model, tags are dead […]
Consent Management in Europe – an overview of the situation in Germany, France, Italy and the UK
When it comes to data protection, marketers are also greatly concerned about the issue of consent management. Especially for internationally orientated companies and their marketing departments, it is often not easy to obtain an accurate overview of applicable data protection regulations in different countries. One thing is clear: the GDPR is the benchmark in this […]
Does the mix of first, second and third-party data need an overhaul?
First, second and third-party data are suffering from the fallout of consent collection regulations and the end of third-party cookies. Zero-party data are shaping up to be a solution. Major changes are sweeping the digital marketing scene, especially when it comes to data. The time has come to review the classics, particularly the famous trio […]
The Italian Garante new guidelines for cookies use
On June 10th, 2021, the Italian Data Protection Authority (Garante per la protezione dei dati personali) has published new guidelines for cookie usage. It comes after 6 months of public consultation on cookies topic. What are the modalities ? Any website that have users based in Italy are concerned by these new guidelines. The deadline to […]
What are the alternatives to cookies?
Google may have recently granted third-party cookies a stay of execution, but the question is still a hot topic. What solutions are available for replacing cookies? How can companies maintain their digital activations while protecting personal data? Time to review the options. A stay of execution… that is exactly what Google recently granted by announcing […]
Why we decided to redesign TrustCommander’s Consent Analytics Dashboard, 2 years after the GDPR?
The market needed statistics but the maturity was missing. We wanted to simplify and adopt a more ‘business-like’ approach in the selection and presentation of the main metrics in TrustCommander. And then the latest directives from the France’s data protection authority (CNIL), made certain metrics obsolete or less important. Measuring implicit consent no longer makes […]
Integrate Shopify easily with TagCommander
If you want a job done well, do it yourself. We tend to forget it nowadays, but that old adage contains a scrap of Shopify’s DNA. A long time has passed since Snowdevil, the online snowboard store, which was built on the Ruby on Rails framework. That was back in 2004, and since then the […]
At Commanders Act, the new version of GA4 is already available!
For those of you who have already deployed Google Analytics 4 through TagCommander, this post won’t teach you anything new since you already know that you don’t need to use GTM to run GA4! For those who are thinking about migrating to GA4, good news: the GA4 template is already available in the TagCommander library. […]
Data governance: four key aspects
Manage the data lifecycle with clearly defined rules and roles, and harness the data to drive the company’s growth… that is basically what data governance is all about. But what about in the real world? In practical terms, how many types of data governance are there? At least four. Read on for an explanation… Strategic […]
Server-side tag management: what advantages does it offer?
The “server-side” tag management technique is nothing new. But at a time when browsers are subject to multiple constraints and personal data require heightened vigilance, “server-to-server” tag management offers many advantages. “Server-side”, “server-to-server” or “tagless” tag management… different ways of referring to the same technique. It enjoyed a peak in popularity when it was made […]
Personalisation: a key use case for the CDP
What role can the CDP play in leading marketing towards greater maturity? Let’s be honest, the learning curve with digital activation is a tacit one. It is an unwritten rule that defines which steps need to be taken. In this particular model, the use of a CDP seems to occupy the top rung of the […]
Data governance: a mission-critical challenge for marketing teams
Let’s face it, when it comes to data governance, the term alone promises plenty of headaches, especially since it is trailed by a whole host of buzzwords, such as “master data management (MDM)”, “data lakes” and “data stewards”. This jargon conjures up images of a highly exclusive club. Putting its terminology to one side, data […]
Check list Sales
Discover our checklist to improve your tracking and make your Sales a success! Download it!
How can deduplication drive your objectives?
Associating a conversion with a single channel or partner is the main aim with deduplication. This process is firmly entrenched in today’s work practices and is mostly used with last-click attribution models. But as time goes by, this process is increasingly colliding with the reality of the customer journey. Read on for an explanation… […]
Retail and omnichannel: what can the health crisis teach us
Retailers have learned so many lessons from the lockdown that there is talk of pre- and post-lockdown omnichannel strategies. One thing is for sure, CDP platforms are a must for rolling out a truly user-centric omnichannel strategy, and the partnership between Commanders Act and Criteo proves it. A learning accelerator… such is the role that […]
Check List Black Friday
Discover our checklist to improve your tracking and make your Black Friday a success! Download it!
Server-side: “tagless” data collection and processing for faster and safer websites
Server-side tag management involves executing tags on the actual server, rather than on the browser. The upshot is that it reduces the number of calls from the browser and turbocharges webpage loading times, while improving the security and confidentiality of the data collected. Unified tag collection for enhancing the customer experience The most common approach […]
TCF v2: new features, constraints and… questions
Align all parties in the digital advertising industry with the same method for collecting and transmitting consent. Such is the objective of the Transparency Consent Framework. The new version of the “TCF” promises greater flexibility for professionals and more transparency for users. But has it kept its promises? So here we are. After being repeatedly […]
How to do an AB Test with the Consent Management Platform (CMP) TrustCommander ?
Why is it important to do AB tests with your CMP ? The whole subject of consent, which is sometimes delegated to the legal department, is definitely on its way to becoming a marketing issue. Today’s marketing professionals need to do more than just obtain consent. They also need to create scenarios, carry out A/B testing […]
Preference centre: the future cornerstone of the ad experience
Privacy is not the only area where brands are contractually bound to their audience. The time has come to think about taking a much more holistic approach to managing user preferences with the aim of taking just as much care over the ad experience as first-party data. When it comes to managing user preferences, the […]
Attribution: the new challenge in the post-cookie age
The heralded end of cookies has done nothing to simplify the process of measuring attribution. On the contrary, it is looking even harder to piece the customer journey together. Now is the ideal opportunity to review the methods and raise questions about the purpose of attribution. Puzzle pieces scattered across the marketing table. A 10-year […]
GDPR: the right cookie governance policy involves keeping your tags under control
Protecting the personal data stored by cookies inevitably involves setting up best practices for how those data are collected. If there were any reason for a CDO or digital marketing manager to take another look at tag management from a more strategic angle, then the GDPR could very well be the ideal opportunity to do […]
The true and false about attribution
Do you really know the attribution? Let’s check with these four questions. Is the Last click dead? True and false! Although experts have announced the death of the last click for several years now, it is still the most widely used attribution model (by almost one in two advertisers). However, it is destined to be […]
Digital marketing in the age of GDPR and ePrivacy
The latest court ruling issued by the Court of Justice of the European Union (CJEU) on 1 October 2019 is loud and clear. It stipulates that an active, explicit and informed opt-in is required before setting cookies or collecting other personal data. Tacit consent is no longer valid. This means that the popular phrase “If […]
What strategies are available to improve the opt-in rate?
The consent issue will long be a fixture on the to-do list for marketing directors. What is the course of action? Although some professionals are tempted to use tactics to bypass the issue, others are taking a more strategic approach. On the ground level The short-term reflex: the temptation to circumvent Although the opt-in is […]
Why is consent becoming a marketing issue?
Regulations spawning left, right and centre GDPR: welcome to season 2 Some people might have believed that the whole GDPR topic (General Data Protection Regulation) was already yesterday’s news, that the GDPR had had its 15 minutes of glory before being consigned to the archives. Rightly so: organisations based within the European Union (EU) – […]
How Google is planning to phase out third-party cookies
It was becoming somewhat of a recurring question in recent months: was Google going to follow Apple’s example with ITP by waging war on cookies? The answer came at the beginning of the year. By unveiling its Privacy Sandbox as an alternative to third-party cookies, Google is taking the adtech industry in a new direction. […]
Interview with Dr. Jana Moser: Digital Marketing in the Age of GDPR and ePrivacy
Since 25 May 2018, the basic data protection regulation (GDPR) has been applied in the European Union in order to set limits to uncontrolled data collection. With the e-Privacy Regulation, the European digital economy now faces new challenges. The latest court ruling of the European Court of Justice (ECJ) of 1 October 2019 confirms what […]
Customer Data Platform: five key benefits
What can you expect from a Customer Data Platform (CDP)? What role does it play alongside existing solutions (CRM, marketing automation, etc.)? How can it help address the major challenges inherent in omnichannel marketing, people-based marketing and first-party data? Read on for the answers.
5 tips and tricks for your path towards attribute-supported optimisation of the customer journey
1) Determine your objectives and start off with simple models: What do you want to achieve with attribution? Are you focusing on budget allocation, reassessment of partners/campaigns, or options for automation (keyword: bid management)? Learn how to understand data, correlations, and processes within your company—and within your advertising partners and agencies. Classify your campaigns (branding, […]
Is a CDP made for you?
Is a CDP suited to your needs? Will the global investment – not only financial, but also the time and energy you will put in – be worth it? Here are a few questions to help you decide. Are you looking to leverage your first-party data? This is the CDP’s primary vocation: to help improve […]
TrustCommander: a solution to GDPR’s legal, technological and marketing challenges
With the announced tightening of the GDPR in France and the emergence of similar initiatives overseas, Commanders Act offers a consent management solution that is safe, customisable and scalable. Thanks to the development of this personal data protection application, launched in 2012 and natively integrated in the Commanders Act Platform, marketers can further advance towards […]
Where does the CDP fit into the marketing stack?
Barely have we finished underlining the complexity of this Martech stack, and we are already talking about adding another solution to the pile in the form of the CDP. Ironic? It is if you consider the CDP as just another solution. But much less so if we consider how a CDP amplifies the value of […]
Are cookies soon to be a thing of the past? Not if Commanders Act has anything to say about it with its two solutions.
The phenomenon of cookies disappearing from websites is a long story that started when tracking made its appearance, without forgetting browsers, add-ons, antiviruses and PC cleaner software giving users chance to delete or block cookies. But with the advent of the GDPR and a host of complaints flooding in from web users, CNIL (France’s data […]
How do you tackle ITP? Commanders Act has the answer
ITP, or Intelligent Tracking Prevention, is a feature that Apple has added to its Safari browser to protect web users’ personal data from being misused. This development has major repercussions for marketers and analysts. Several years ago, web users decided to take back control of the data that they deliberately or inadvertently left behind when […]
The 5 quests of a modern marketer
A lot of things have changed for marketing teams in the space of just three years. The digital world is clearly no longer seen as an isolated island, and mastering the various channels and solutions requires increasingly specialised expertise. Perceptions of GAFA have also evolved. The general public now harbours a feeling of mistrust, while […]
Delight Your Audiences With Real-Time Marketing
If you have any familiarity with online marketing, you know that activating consumer data in real time is often talked about but isn’t easily achieved. This is because real-time marketing is dependent on a brand’s ability to: Identify the messaging and marketing channels that are driving the highest conversion rates Aggregate audience data, overlay it […]
Discovering Insights : What can be learned through a Prediction Tree?
Let’s take an example with this Prediction tree generated on an ecommerce website: How to interpret it? Red represents a strong probability of purchase (the darker the red, the higher the probability) Blue represents a strong probability of no purchase (the darker the blue, the less chance a user will purchase) The first point to […]
What’s more important: The money you have or the money you earn?
Generally speaking, teams are rather excited when they start trying out machine learning, AI, predictive analytics and algorithms that have the potential to boost their work performance. However, the feedback in the press frequently overestimates the results achieved and gives the impression that soon everything will be done by a machine. Unfortunately, marketers who have […]
Attribution: why does the last click model endure
Despite the customer journey becoming ever-more difficult to follow, due in no small part to our omni-channel world, attribution models remain largely focused on the last click. And this is not for purely technological reasons… It’s a paradox: while digital advertising seems to be an avid consumer of technological innovation, with programmatic advertising and DCO […]
Consent on mobile and apps: 4 challenges
While every website and app publisher dreams of cross-device consent management, the reality is easier said than done…here’s why. While ‘mobile first’ has become a very hot buzzword, in practice, mobiles and apps still find themselves too often second best to the web. And nowhere is this better seen than with consent management. In the […]
Why do you have to give your consent over and over again on some websites?
The GDPR pop-in sometimes seems to glitch. Unfortunately, this isn’t caused by a bug, but actually the result of an approach to collecting consent that is too global and focused on the short term. Do you often get a feeling of déjà-vu when browsing the web? You’re not alone. The likely culprit is all those […]
7 features of a CMP that can ensure your regulatory compliance and a smoother user experience
How can you comply with the GDPR without compromising the user experience? This challenge is precisely the job of a Consent Management Platform. While CMPs are a relatively new phenomenon, they have already caused some buzz in the Martech industry and will go on doing so. The three letters represent a new generation of solutions for […]
“The first challenge of the GDPR is organisational”
Olivier Boutin, Digital Operations Director, Lagardère Active Jérémy Guérineau, Head of Tracking and Tag Management, Lagardère Active Managing consent in the GDPR era: a revolution or evolution for news publishers? OB – The GDPR was announced far enough in advance that everyone could plan ahead and thus avoid a revolution. On the other hand, the […]
“We are caught in no man’s land with lots of uncertainty”
Romain Lhote, Digital Marketing Manager, L’Equipe Managing consent in the GDPR era: a revolution or evolution? The GDPR is clearly part of a regulatory evolution, announced well in advance, which gave us the time to study the various technological possibilities. The problem is that we are still caught in no man’s land with lots of […]
“The major benefit of Commanders act is that it’s an impartial platform”
Benjamin Drocourt, Director of Commercial Services, Boursorama Cyril Bourbon, Director of Web Media, Boursorama Managing consent in the GDPR era: a revolution or evolution for news publishers? BD – In my opinion, it is more an evolution: a movement which cleans up the market. Being involved in both News and Banking, we obviously tackled the […]
Commanders Act Privacy Barometer
GDPR: 5 lessons to remember for obtaining consent Banners, pop-ins, confirmation through clicking or scrolling…how does the way you collect consent influence a user’s decision to give it? Commanders Act provides the answer with the first edition of its Privacy Barometer…and the results cast doubt on a few (seemingly good) presumptions. How well do the […]
The importance of data layer granularity in your TMS
Don’t be frightened by the rather technical and hardcore title of this post: data layer granularity is the starting point for optimising all your digital campaigns and your omni-channel strategy as a whole. And I know you’re wondering: “if it’s that important, why have I never heard about it?”. Well, that’s exactly why we wanted […]
Consent management: Commanders Act receives IAB compliance
With the GDPR introducing a new trust contract for personal data, all the attention is being directed towards how to manage consent. By awarding its compliance, IAB aims to speed up compliance across the entire online ad industry. Everywhere, for everyone with no distinction for context. For a long time, online advertising focused more on […]
Can the GDPR and Tag Management work in harmony?
“How can you prepare yourself for the GDPR without becoming blind; in other words, without losing the analysis data for your digital audiences?” That is the major worry currently preoccupying digital marketing teams. Since the GDPR sets out an entirely new order for managing personal data, companies must adopt new consent practices. Consequently, the entire […]
From DMP to CDP: 5 major reconciliations
As has happened many times before in the innovative world of digital marketing, it would appear that the arrival of CDP marks the end of the DMP. But is this a revolution, or rather an evolution? Let’s look at 5 major reconciliations made possible by the CDP to find out. #1 Reconciliation of activations Historically, […]
Can the GDPR and Tag Management work in harmony?
“How can you prepare yourself for the GDPR without becoming blind; in other words, without losing the analysis data for your digital audiences?” That is the major worry currently preoccupying digital marketing teams. Since the GDPR sets out an entirely new order for managing personal data, companies must adopt new consent practices. Consequently, the entire […]
GDPR: Survival guide for latecomers
For many companies, the GDPR (General Data Protection Regulation) is the thick dossier lying unopened on the desk, which they’ll “get to next week”. Yet, time is running out! On 25th May 2018, the GDPR will well and truly come into effect. And with it, processing personal data will move away from a simple system […]
What is a tag?
In order to explain what a tag is it would be suitable to approach other topics first, such as data collection on sites. Data collection is usually about analyzing user behavior, customizing their journey or improving the website’s features. Data collected on site allows populating several marketing applications, such as web analytics’, advertising solutions or […]
Attribution: why is the Last Click model bound to disappear?
Attribution models are no longer limited to Last Click and First Click, since an increasing number of advertisers have started to create their own. In recent years, we have read articles dealing with the possible end of the Last Click era. However, it continues to be the most popular attribution model among advertisers. But why […]
Crédit Mutuel Nord Europe: 10 use cases for better data usage
Data collection is key in any digital marketing strategy. Even though data quality and exploitation are paramount, the volume of collected information plays also a central part in strategies whose goal is to provide visitors with an increasingly customized and relevant experience. As we will prove through Crédit Mutuel Nord Europe’s use case, improving marketing’s […]
Benefits of using a good TMS
Benefits of using a tag management system are more than it may seem. A TMS will not only allow you to manage tags efficiently, it will also let you normalize data: the first step towards a global data management project. Main benefits of tag management: 1/Marketing professionals: become more autonomous and agile As described in […]
Issues Related to Information Protection within a Data-Driven Company
Digital transformation started about ten years ago, if not before, depending on the definition we wish to consider. However, the subject had never been as relevant as it is today and many large companies still don’t know how they should reorganize to meet this important challenge, resulting from society’s evolution. There are many issues associated […]
What is a DMP?
The ongoing digital transformation calls for major organizational changes within companies. Silo-management, which had been the norm until recently, is being challenged in favor of a user-centered global strategy. And in a user-centered organization, profile unification is indispensable, meaning that using a DMP is necessary as well. The term DMP is being used extensively as […]
What is Tag Management?
Tags are used to collect and distribute data to your web analytics tools, affiliation platforms and live chat solutions; they are also used in A/B testing, advertising, social media and retargeting, among others. The domination of “tag” technologies Display, retargeting, marketing automation and analytics management: nearly all digital marketing solutions rely heavily on tags, and […]
Using Data to Predict
By 2020 Big Data will consist of 40 zettaoctets of information (1021 octets), which is times 33 what it was in 2010, while research on the subject has increased twentyfold since 2009. Évolution du nombre de recherches pour « Big Data » dans le monde de 2009 à 2016 – Google Trends However, data has been collected […]
Understanding Customers Better Through First, Second and Third Party Data
Nowadays, Big Data is essential to understanding customers better. It is made of different data categories, including first, second and third party. What do they consist of? What are their main differences? Are they all necessary? Which ones should be prioritized? Here are our answers to your questions. The main difference between the three types […]