Ethical and efficient consent management

Doug Hall
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Doug Hall: Senior Director of Analytics, MightyHive in Europe

Applied Marketing Analytics: The Peer-Reviewed Journal, 2021, vol. 7, issue 1, 32-38

Abstract: The need for consent management on websites does not need to be a barrier to success. This paper discusses how ‘cookie banners’ offer an opportunity to start a conversation, and build a mutually valuable relationship with users. Collecting analytics data requires a responsible attitude with a human touch. By understanding technology, regulation and users’ needs, site owners can use consent management as a competitive advantage rather than a hindrance.

Keywords: privacy; digital; marketing; data; analytics (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:aza:ama000:y:2021:v:7:i:1:p:32-38

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