“For most customers, the question of whether to share data comes down to trust. Customers need to trust that the enterprise will keep their data safe. And while many customers are more likely to buy from enterprises that use the data to provide relevant content and experiences, some are concerned that the collection systems have gotten too good at tracking their behavior,” said Richard Huff, senior analyst at Madison Advisors and author of the report.

To manage the vast amount of customer data an enterprise collects, CPM solutions perform data discovery, identification and governance of customer data across multiple systems. The solutions allow enterprises to coordinate customer data, which may be spread across a large number of back-office systems and track the customer’s consent to use their data as well as any preferences on how the data is used, shared or sold. The core components to look for when choosing a CPM solution are identified in this report, based on their ability to enable enterprises to collect customer consent in keeping with the ever-expanding array of regulations and manage customer preferences for data sharing.

The complimentary research brief, “Consent and Preference Management,” can be downloaded here.