WorkMarch 1, 2022

Multi-Country Marketing Opt-in: Opt-in/Opt-out Strategy by Country

Privacy & Compliance

Octave Olivetti

Project Notes (full article to be written)

Source: International luxury brand - Marketing opt-in optimization (Privacy tech, GDPR, CCPA) Context:

Optimization of language elements in implementing marketing opt-in for international luxury brand (18M+ contacts, 32+ countries, €1B+ sales covered)
Challenge of language elements across different countries and partners
Transition from opt-in to opt-out mechanics for certain countries
Management of profiling and opt-in confirmation for certain countries

Technologies:

Privacy Platform: Enterprise consent management solution
CDP: CDP Platform
Data Warehouse: BigQuery
Orchestration: Custom consent propagation pipelines (Python)

Results:

100% compliance across 32 countries with zero GDPR fines
Addressable audience maintained: 70-85% of customer base
Consent collection improvement: +18-22% opt-in rates
Marketing velocity unchanged: Automation removed compliance friction
Audit success: CNIL validation with zero findings
New market speed: 2 weeks (vs 6 months previously)

Legal Challenge:

International optimization (e.g., no opt-in in UK but opt-in in France)
Implementation of opt-in with common language elements

Related projects

Customer 360°, data pipelines, cross-channel activation, segmentation, business-optimized privacy all delivered in production at scale for retail and luxury.

38M+

Contacts Managed

€5B+

Managed Revenue

32+

Countries

7+

Years CDP Expertise

Data Quality Monitoring: Automated Testing and Time-to-Market Alerting

Data Engineering

Automated data testing for developer time-to-market optimization, automated verification of data engineer work, and real-time alerting on quality anomalies.

Data Team Workflow: Agile, CI/CD, and Time-to-Market Optimization

Data Engineering

Development workflows with data delivery manager and data engineers: agile/kanban processes, priority management, automated testing, CI/CD, and time-to-market optimization.

Data Enrichment Campaigns: Progressive Profiling and Consent-Aware Strategy

Marketing Activation

Marketing/service campaigns for customer data enrichment with targeting by country/brand, service vs. marketing message arbitration based on consents, and profile completion optimization.

Customer 360° Datamarts: Single Source of Truth and Executive Dashboards

BI & Analytics

Implementation of datamarts and BI dashboards for large luxury company with single source of truth, business domain architecture, and executive steering dashboards.

GDPR Privacy Program: Governance Accelerator and CNIL Audit Readiness

Privacy & Compliance

GDPR as data governance and quality accelerator: consent and rights management processes, policy versioning, team training, and demonstration of business benefits (data quality, lineage, catalog).

Data Catalogue: Discoverability, Governance, and Self-Service Adoption

Data Governance

Implementation of data catalogue for large luxury company with business/technical definition alignment, adoption strategy, and improved data discoverability and quality.

User Journey Optimization: Cross-Channel Campaigns and Behavioral Targeting

Marketing Activation

Behavioral segmentation engine and automated campaign triggers optimized for user journey.

Multi-Brand Governance Framework: RACI and Cross-Group Steering

Data Governance

Data governance framework for multi-brand and multi-country company with stakeholder RACI, roles/responsibilities, data management processes, and cross-house/technical team steering.

Global CDP Platform: 18M+ Contacts, 32 Countries, €1B+ Sales

CDP & Platform

CDP deployment covering 18M+ contacts, 32 countries, €1B+ sales with Customer 360°, marketing activation, and multi-jurisdictional privacy compliance.

Multi-Brand Audience Sharing: Prioritization and Conversion Impact

Marketing Activation

Implementation of marketing audience sharing between brands via third-party (retail media platform) with audience prioritization, privacy-safe processes, and measurable impact on conversion and campaign ROI.

Multi-Brand Cannibalization Analysis: Optimizing Global Customer Value

BI & Analytics

Cross-brand customer cannibalization and complementarity analysis for retail group, with multi-brand CLV measurement and global customer value optimization strategies.

Multi-Brand CDP: 20M+ Contacts, €4B+ Unified Sales

CDP & Platform

Group CDP consolidating 20M+ contacts and algorithms across multiple brands (€4B+ sales) with customer deduplication graph and complete infrastructure as code.