Ralph Lauren

Ralph Lauren, a global leader in premium lifestyle products, wanted to better understand the key characteristics and passion points of its customers. Understanding and activating Ogury insights enabled Ralph Lauren to implement a successful mobile strategy that increased both mobile site visits and brand awareness. Read on to learn the full results.

Problem

For over five decades, Ralph Lauren has been a global leader in the design, marketing and distribution of premium lifestyle products. The consistent evolution of Ralph Lauren’s image requires on-going development of its target consumers. However, on mobile, the company was limited to insights from user behavior within its own apps and sites. Ralph Lauren needed to overcome this data gap, and understand what users were doing on their mobile phone outside of Ralph Lauren’s own ecosystem. 

Solution

To determine who Ralph Lauren should be attracting, they leveraged Ogury’s Active Insights to create several studies on mobile users who visited the Ralph Lauren mobile site and app. These studies revealed that: 

  • Visitors to the Ralph Lauren mobile site also frequented particular high-end competitor sites, and engaged with the jewelry and cosmetics category. Ogury created an interception strategy based on these affinity audiences. 
  • Mobile site visitors had a shared audience with Ralph Lauren distributors, such as Zalando and Galeries Lafayette. Ogury re-engaged visitors from Ralph Lauren’s site who also used distributor apps. 
  • Users who owned the Galeries Lafayette app over-indexed on the use of shopping, travel and fashion apps. Ogury proposed that Ralph Lauren invest in these categories that characterize the audience of Galeries Lafayette, a Ralph Lauren distributor.

Following these learnings, Ogury created a bespoke targeting profile based on a strong interception strategy and scaled it across France, UK and Germany. Ogury’s AI-powered User Affinity Engine then continuously learned, refined and expanded the criteria of users who were attracted to Ralph Lauren’s brand and engaged with the campaign.

Results

This campaign was launched in two simultaneous waves, both with different objectives and creatives. The first of these was brand awareness, as measured through video completions. This was successfully achieved, with a VTR of 81.1%. The second objective of increased mobile site traffic was achieved via static assets, with a Click-ThroughRate (CTR) of 14.2% across the three territories.

Through partnering with Ogury, we are able to discover unique insights about our users’ behavior across mobile apps and websites. Due to Ogury’s ability to reveal the entire mobile user journey, we achieved our objective of driving continued quality brand awareness of Ralph Lauren. 

Alicia Castellana
Digital Media Senior Manager EMEA, Ralph Lauren

Download Ralph Lauren’s case study

Valid GDPR Consent for Digital Advertising

Organizations that handle user data today should be wary of the potential pitfalls surrounding the compliance standards demanded by privacy laws such as GDPR. However, those of an enterprising mindset would do well to recognize the opportunities that this heightened focus on valid GDPR consent presents.

Earning the trust of consumers can only be achieved by acting with transparency, respecting users’ choice and privacy, and delivering relevant marketing recommendations that they will want to engage with in return. It’s this value exchange between organizations and users that leads to business success.

Time to Focus on valid GDPR consent

For most consumers, the inner workings of digital advertising are still an unknown quantity. 71% of users believe that brands with access to their personal data are ‘most likely using it unethically’. And with the continual flow of fines being handed out for GDPR-related indiscretions making for eye-opening headlines, this may prove to be a difficult perception to shift.

A lack of integrity erodes confidence and brand reputation with the most important stakeholders of all; users. When 88% of consumers believe that transparency is key to increasing trust over how their data is handled, it’s time to take the matter seriously. Failure to clearly communicate with consumers prompts many to resort to more direct measures to avoid intrusive and irrelevant digital advertising.

Given how personal our mobile devices have become in the modern age, overbearing and irrelevant digital advertising feels like an imposition. Use of blockers – projected to cost the industry $75bn by 2020 – is symptomatic of consumers who have disengaged with marketing to the point of choosing to abandon it entirely. There’s only one effective method of halting the spread of these anti-commerce approaches. Treat the problem at its root by delivering the kind of relevant, valuable marketing that reflects their real interests and speaks to their passions.

Customized Digital Advertising Makes for Happier Consumers; And Successful Campaigns

Ensuring that user data activated for campaigns is consented at the point of collection is the only way to avoid toxic data. This eliminates the kind of rogue marketing practices that have regulators handing out significant fines and punishments. And communicating transparently over how user data is generated, collected, and used engenders trust with consumers.

When combined with purpose-built AI technology, compliant mobile user journey data becomes the fuel for outstanding campaigns. At Ogury, user consent and privacy rights have been a foundational principle since establishing the company in 2014. Each of our 400m+ mobile users are presented with a valid GDPR consent notice and have the opportunity to opt-out of data collection and personalized marketing with every campaign we deliver.

Consumers have to be in control of their digital experience and their data. For that to happen, crystal clarity, integrity, and a fair choice over how they access content must be the non-negotiable basis of the contract between consumer and brand. Through its technology and expertise, Ogury enables this exchange.

Case Study: How Bose Sleepbuds Enacted the Value Exchange

Sleepbuds are an in-ear solution designed to aid those who suffer from poor quality sleep by masking unwanted outside sounds with white noise and other soothing audio signals. Sleepbuds creator, Bose, faced challenges when promoting its UK launch. The company was entering unfamiliar territory with a brand new product line and needed to effectively identify and attract consumers who would most benefit from its sleep-enhancing solution. Additionally, Bose had to ensure that any technology partner it employed would deliver its campaigns with valid GDPR consent GDPR.

Bose worked with Ogury and its User Engagement solution to help uncover this new niche market. As all of the mobile user journey data that fuels Ogury’s solutions is generated with explicit user consent, the company was safe in the knowledge that its campaigns would be delivered in compliance with all privacy legislation requirements, with valid GDPR consent.

By studying Bose’s existing users and cross-referencing them with the audiences of sleep-related apps, anti-snoring websites, mediation services and more, Bose was able to build a comprehensive user profile for its campaigns. The insights gained from Ogury’s Total Profile reports included a number of revelations. They showed affinities for sites that deal with a variety of specific sleep-related issues, including snoring, sleep apnoea, stress, and anxiety. App usage and ownership indicated that users in Sleepbud’s audience were more than two and a half times more likely to own travel apps compared to the national average.

The insights were used to build a number of creative campaigns designed to reach these specific audiences, based on observed affinities from their consented user data.

The commercial benefits of this level of user engagement for Bose are clear enough. But crucially, the campaign is also an example of genuine value exchange for consumers. These users who were either researching around or actively looking for an answer to their sleeping problems were presented with a beneficial solution. Not just with another ad aimed roughly at their interests, but a tailored recommendation based on the specific issues that affect them. A campaign average click-through rate of 9.37% and re-engagement rate of 20.46% are proof points to that end.

Win Your Users’ Trust, Reap ROI

Compliance with privacy legislation may appear taxing for organizations that handle data. But for mobile marketers, this chance to act with transparency over consumers’ data is more than just a legal obligation. It’s a route to previously unachievable commercial success and to making digital marketing trusted and valued by both organizations and users alike.

Should you have any questions or queries about user consent, or about how Ogury’s MJM solutions can make your campaigns compliant with the most stringent privacy laws, contact us at hello@ogury.com

Matt Taylor, UK Commercial Managing Director

How compliant is your opt-in form?

In the era of GDPR, forcing consent from your users means you are collecting non-compliant, ‘toxic data’. Activating that data leads to rogue marketing, eroding the trust of your users, and leaving your business vulnerable to potential fines. Fortunately, with the right preparation, all of these are easily avoided.

Sign up for Ogury’s 30 minute webinar to learn how to identify and avoid some of the most common mobile user consent pitfalls. Discover how obtaining user consent from one centralized opt-in notice can ensure your data strategy is fully compliant, improve user experience, and help to drive incremental revenue for your business.

Since 2014, Ogury has empowered end users to make informed choices about their mobile data. Transparency, accountability and user rights have been a cornerstone of the company since day one, long before GDPR became central to conversations about user data. Join us on 28th March to take control of your user consent compliance.

Register now:

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Data Compliance GDPR Consent Tool

With the anniversary of GDPR looming, the first examples of non-compliance from major organizations have become more concrete. Yet there is still a degree of uncertainty around what is and what is not ‘compliant’ when it comes to obtaining user consent. Despite the media headlines and reams of material on the subject, there are a number of simple compliance mistakes that are surprisingly commonplace. Mistakes that could lead to toxic user data can expose your business to big fines, and undermine the trust of your consumers. This blog highlights these common mistakes and demonstrates how they can be easily avoided.

Data Dilemmas

Six months before GDPR’s 25th May 2018 deadline, 85% of marketers claimed they had implemented their plans for data compliance and felt confident about their approach. However, more than a year later, this seems optimistic, with many organizations being the subject of complaints and regulation. Not to mention one of the biggest names in consumer technology receiving serious fines ($44m) for breaches in data protection.

A number of companies have even voluntarily stopped doing business in the EU as a result of the new privacy regulations. Cross-device targeter Drawbridge, and location data firm Verve are just a couple of US-based firms that wound down their European operations last year, citing GDPR as the primary reason.

GDPR is daunting for any organization that handles data, and is understandably a real concern for publishers. Especially considering the need to provide a compliant consent notice for every individual partner they work with.

Despite the technical and operational ramifications of such a requirement, it is often the small mistakes found in the wording or layout of each of these consent notices that leave companies most at risk. By understanding these common errors, publishers can ensure their own consent notice is compliant, and also be certain that they’re correctly obtaining consent for their partners as well.

Common Data Compliance Mistakes

Lack of clarity over GDPR has led to laws being interpreted in very different ways by publishers and others. As a result, the opt-in forms served across different apps and sites vary wildly, meaning it’s hard to know who is compliant. Ogury conducted a study of the top 200 apps on the Google Play store and discovered that almost 98% of consent notices contained words or elements that could attract the attention of regulators for being non-compliant. For example, only 24% of the apps studied included a clear ‘yes’ or ‘no’ option for consent presented together with equal prominence (which is a mandatory requirement).

Here are five of the most common mistakes found on consent notices. All of which, could render your or your partners’ consent notice non-compliant, and thus lead to big fines:  

1. Default pre-ticked opt-ins.

2. Refuse consent options that are so buried in the text, users are forced to hunt for them.

3. No button or option to opt-out, or withhold consent, displayed at all.

4. Important information – such as a description of the personal data collected, the purpose of collecting data, and list of vendors – only being accessible after multiple screens, or requiring an additional tap or click to access, instead of being presented upfront.

5. The widely-practiced method of ‘Implied Consent’, by which consent is assumed based on a user’s interest in accessing the site or service.

Take this particular consent notice (below). At first glance, it appears to provide the user with clear information on why they are opting in. However, it could be called into question by the regulators. Why? Firstly, there is no option to ‘opt-in’ or ‘opt-out’ on the first page. Secondly, there is a distinct lack of detail about the information being collected (as described in point 4 above) on the first page; the user even needs to accept page one before continuing. Thirdly, the opt-in/out sliders on the second page are auto set to ‘opt-in’ by default; anytime a default is used, it really should be set to refuse or ‘opt-out’.

These mistakes are common and may result from either a lack of understanding or the need to roll out a quick-fix. When it comes to GDPR, neither reason will save you from a big fine should the regulators pick up on them. Luckily, that doesn’t mean you have to bury yourself in the law for months on end.

Best Practice Recommendations

Based on GDPR itself, public guidance from regulators, and considering some of the recent enforcement decisions that have been made, here are five important things you should keep front of mind to ensure your consent notices, and those of your partners, are compliant:

  1. Do not pre-tick ‘accept’ or ‘opt-in’ options, as this can be considered as ‘forced consent’. Provide your users with a clear choice.
  2. Present clear, explicit opt-in and opt-out (or ‘yes’ and ‘no’) options, visible on the first page of your consent notice.
  3. Avoid all misleading information, such as claiming that consent is a requirement to use the app or service.
  4. Explain in plain language, the data that will be collected, purposes of data collection, and how the data will be stored and used.
  5. Do not hide or bundle different terms and reasons for your data collection together. Ensure each purpose of the data you are collecting is distinct and easily understandable to users.

Compliance Zero to Hero

Fidzup, one of a number of French startups investigated by the French regulator CNIL, went from a compliance zero to hero by fixing the issues outlined above. The company had been flagged for not obtaining valid consent to collect users’ geolocation data, which they use for marketing purposes. In simple terms, users were not being clearly informed that their data was being used for location-based ad targeting purposes, nor were they told it was being shared with the company’s partners.

Some of the data compliance mistakes made by Fidzup included:

  • Users’ were not informed that data was being collected from the outset. This information was only presented in the general app terms & conditions after the data had already been processed.
  • Users’ consent was not freely given as they had no opportunity to withhold it and avoid the processing by Fidzup.
  • Finally, the users’ consent was not specific as they were only asked to give a single consent to data processing for the apps and the ad targeting purposes.

Fidzup was able to fix its consent problem by creating a proprietary consent management tool for its product, that clearly states its reasons for data collection up front. By outlining all of its data collection purposes, unbundling all terms, and demonstrating how this will be used by Fidzup themselves and their partners, it was able to offer its users a clear explanation, along with the option to provide or withhold, consent. In doing so, it led to the regulator withdrawing proceedings.

Don’t be fooled by this fairy tale story though. GDPR fines are very real and not every company will be given the benefit of time to fix data compliance issues. Prevention is always better than a cure.

Don’t stop at your own consent notice

It’s one thing to ensure your own consent notice is compliant, but quite another to ensure that you are on the right side of the law when it comes to obtaining consent for every supply partner, technology solution, tracking or analytics provider you work with. Unless you have limitless tech and legal resource at your disposal, we do not recommend taking this task on yourself. There is a much simpler way; use a regulated Consent Management Platform (CMP) such as Ogury Consent Manager.

A CMP is a platform that can be used by publishers for requesting, receiving and storing users’ consent, with multiple partners. The CMP then sends this information to all relevant partners in the supply chain, to ensure compliance is achieved throughout the chain.

Ogury Choice Manager, a registered IAB Consent and Preference Management Platform, streamlines the user consent process by combining all consent notices from every partner and solution in one convenient place. As a result, users are shown just one clear consent notice, that minimizes disruption and enhances overall experience within apps and mobile sites. In providing a single and precise consent notice that covers consent requirements for every partner, publishers can avoid the aforementioned compliance mistakes and the fines that ensue.

Ogury Consent Manager goes beyond the capabilities of a standard CMP with its first-of-a-kind capability called ‘Fair Choice’. Understanding that compliance is fundamental today, but transparency, fairness, and user choice are the only way to build long-term trust; Our GDPR consent tool – Ogury Choice Manager – gives users gives users three unique options when it comes to consent.

  1. Opt-out of sharing their data, access content for free, but receive a lot of irrelevant and impersonal marketing.
  2. Pay a fairly priced monetary fee, without sharing data, in exchange for a marketing-free experience.
  3. Consent to share their data, access content for free, and receive valuable, relevant marketing from premium brands.

Don’t leave it to chance

GDPR compliance is not the most exciting subject for the fast-paced world of technology, marketing, and modern business; but it’s a fundamental requirement today. The steps we’ve outlined above should help you run a little audit on your operation, demystify confusion, and give you some tips to avoid common compliance mistakes. However, the only way to be truly certain is to seek legal guidance and/or enlist the services of a DPO.

Don’t fall for the common misconception that GDPR only affects Europeans. The regulation impacts any business that handles European data, regardless of where they are based. What’s more, with equivalent laws starting to pick-up pace in other continents, such as the California Consumer Privacy Act (CCPA) in the USA, data protection should be on everyone’s radar.

If you want to put your own GDPR expertise to the test, why not take our fun, free and quickfire GDPR Grandmaster Challenge, to find out just how knowledgeable you are on the subject.

Should you have any questions or queries about Ogury Choice Manager, our GDPR consent tool or any of Ogury’s solutions, contact us at: hello@ogury.com

Romain Escaich, Head of Publisher Development, EMEA