Last year, we conducted a global survey of 1,000 customers across the US, UK, Canada, and Germany. The survey revealed that consumers were willing to share their data with brands for a better omnichannel experience. Nearly one-third of the participants expected personalization based on their purchasing history, and 21% expected it to be based on their known interests. 27% of customers were most frustrated when brands sent them irrelevant content or product messages. The message was clear — customers want personalized experiences.
However, marketers often find themselves in a catch-22 situation. General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) regulations require that all forms of personal information have to be collected, stored, and secured in a specific manner to maintain data privacy.
They have to meet the following expectations:
To overcome this challenge and find a balance between privacy and personalization, we’ve introduced a new feature called Personal Identifiable Information (PII) tokenized sending.
PII tokenized sending is a set of configurations that enable brands to engage customers without storing their personal or restricted data in MoEngage. It ensures that your end-customers remain completely anonymous in the MoEngage database. This helps strike a balance between personalization and protecting customers’ data privacy.
It enables marketers to:
This feature is available for all customers globally. If you’re an existing customer, reach out to your favorite MoEngage Customer Success team member. If you’re new to MoEngage and want to use the PII tokenized sending feature, drop an email to [email protected]
Data fetched can be broadly classified into two categories. One is the data used for content personalization, such as first name and last name, and the other is the customer contact data, such as email ID or phone number. There’s no limitation in terms of which parameters can be classified as PII.
Apart from non-PII data, brands must also provide a unique end-customer identifier. This anonymized / unique customer ID is used by the MoEngage platform to identify the customer.
Yes, you can view the delivery data of email and SMS channels from the MoEngage platform. It is mapped to the right anonymized/tokenized customer ID.
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