Marketing Preferences

As a user, you can use marketing preferences to choose channels through which you can then be reached for any other marketing or advertising purposes. Marketing preferences can be of the following kinds:

• A preference that you set when registering for the brand’s services using a preference portal
• A preference that is derived by the brand depending on the feedback that you had earlier provided using their own models to find affinities

These preferences are tied to specific channels that belong to that preference category.

Step 1 - Define the Marketing Preference Attributes

As a brand you can manage your marketing preferences in Zeotap by first starting with defining the marketing preference attributes in your catalogue, followed by which you have to map them to your source fields. Note that every source type can bring in different types of marketing preferences data and that can easily be defined using our catalogue. Through the catalogue, you can define as much consent as you capture across sources, store them against the user profiles and then use them as per the activation use case of your business. To know more, refer here.

Step 2 - Map the Marketing Preference Attributes

Once you have defined the marketing preference attributes in your catalogue, next you have to map them in the catalogue. Once the mapping is successfully achieved, the system then makes these marketing preference fields available in the various other touch points across the Zeotap CDP platform like Segmentation in Connect or Workflow creation in Symphony. To know more, refer here.

Storing Marketing Preferences

Zeotap store marketing preferences in the customer’s profile against the Unique Customer ID as follows: {{marketing_preference_1}}

The system remove the spaces and symbols while storing the preference in the data store. For example, a preference like Call Center Calls added on the UI is stored as a profile attribute named call_center_calls in the Collect profile store.

Step 3 - Define Rules for Consent Orchestration

Now that you have defined the marketing preferences attributes and successfully mapped them in your catalogue, the third step is to define the rules for the consent activation layer using the marketing preferences attributes.

Through orchestration, you can automate your consent and set up high-level rules for your account to be adhered to whenever any data is pushed out of the Zeotap CDP platform. For example, during segmentation, user data is filtered out based on a rule applied to the segment. Similarly, the orchestration rules are also applied at the destination level whenever data is pushed from multiple platforms. To know more, refer here.