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Spam bots are annoying and they are getting smarter all the time.

 

A lot of times, we're asked if there is any way to prevent bogus submissions on forms.  The basic answer would be no, there is no out of the box solution that is designed to prevent spam submissions on forms.  However, it's also common to use Captcha's from third party providers.

 

Unfortunately, we've observed that configuring a captcha on a landing page with an Eloqua form is a lot trickier than we imagined.  Moreover, we've seen spam bots actually submit their entries on forms that are protected by third party captcha's, how exactly they do this is beyond me.

 

So, I deviced a home grown captcha system that's designed to only receive submissions from real humans.

 

What you'll need:

1.  Sacrificial form - a complete form with all the information you want to gather with 1 processing step, Post Data To Server and a field for the "answer" to the security question.

2.  Duplicate form - a copy of the sacrificial form with all the necessary processing steps except the Post Data to Server.

3.  An image with a question or incomplete equation.

 

What to do:

1.  Place the sacrificial form on the landing page

2.  Place the image on the landing page

 

What should happen.

1.  With the sacrificial form and the image on the landing page, a person needs to put the answer to the security in the form (Fig. 1).

2.  The Post Data to server processing step of the sacrificial form must be then setup to Post the submission data to the Duplicate form CONDITIONALLY on the "answer" field on the form (Fig. 2).

3.  If the answer is correct, the Post Data to Server processing step executes and passes the data to the duplicate form (Fig. 3).

4.  Once the duplicate form receives the submission, its own processing steps fire off to update/create the contact and whatever else it has to do. (Fig. 4).

 

You can be creative with the image and the answer to make it difficult for spam bots to circumvent.

 

Here's what it looks like:

Fig. 1:  Landing page with the sacrificial form and security image.

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Fig. 2:  Sacrificial form processing step setup.

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Fig. 3:  Condition of when the processing step executes

12-28-2012 9-33-26 AM.jpg

Fig. 4:  The duplicate form's processing steps

12-28-2012 9-38-00 AM.jpg

 

===

MikeGarcia’s Chocolate Factory … probably not the best practices – but good enough!

MG-007-20121228

This post is being provided for informational purposes only. Nothing in this post shall be construed as creating a representation, legal advice, warranty or commitment, contractual or otherwise, by Eloqua or any affiliate of Eloqua, to you or any other person or entity. It also does not guarantee that your email, websites, and/or any other aspect of your business is in compliance with state, federal, or International laws. Eloqua makes no representation, warranty or commitment that any message you send to end users will be delivered. This post is not a substitute for, should not be used in place of, and should not be considered, legal advice. It is recommended that you contact your general or legal counsel.


For those who don't know, the Children's Online Privacy Protection Act of 1998 (COPPA) is a United States federal law that applies to the online collection of personal information by persons or entities under U.S. jurisdiction from children under 13 years of age. It details what a website operator must include in a privacy policy, when and how to seek verifiable consent from a parent or guardian, and what responsibilities an operator has to protect children's privacy and safety online including restrictions on the marketing to those under 13. While children under 13 can legally give out personal information with their parents' permission, many websites altogether disallow underage children from using their services due to the amount of paperwork involved.

 

The Federal Trade Commission (FTC) has the authority to issue regulations and enforce COPPA. The Act applies to websites and online services operated for commercial purposes that are either directed to children under 13 or have actual knowledge that children under 13 are providing information online. Most recognized non-profit organizations are exempt from most of the requirements of COPPA.

 

On Wednesday December 19, 2012, the FTC announced its update to the COPPA Rule during a press conference with Senators Jay Rockefeller (D-WV) and Mark Pryor (D-AR) on Capitol Hill.

 

One of the biggest items for you to consider if you are collecting information from children is the how the Final Rule makes first party operators liable for third-party data collection activities that benefit the first party.  Third parties will also be liable if they have actual knowledge that they are collecting personal information on a site or service that is directed to children.

 

Below is a summary of key elements from the announced amendments.

 

  • First Party Liability:  The Final Rule articulates new standards for when first party operators may be liable under COPPA for the activities of other entities that collect data on a first party’s site or service.  Specifically, operators may be responsible under COPPA for (1) agents or service providers or (2) when “the operator benefits by allowing another person to collect personal information directly from users[.]”  The Commission intends this language to impose a strict liability standard for first-party operators that allow third-party online services to collect personal information through their properties.  Such liability is not intended to apply to platforms (such as mobile app market providers) that merely offer public access to content provided by another.
  • Third Party Liability:  Third parties that collect personal information through another operator’s website or online service will be subject to COPPA only if the third party has actual knowledge that the site or service is “directed to children,”
  • “Directed to Children” - New Factors:  The Final Rule retains the longstanding multi-factor analysis for determining whether a site or service is “directed to children,” with the addition of (1) music (as an element of audio content) and (2) presence of child celebrities or celebrities who appeal to children as factors in that analysis.
  • “Directed to Children” - Proposed Audience Standards: The Final Rule abandons the proposed “primary audience” and “disproportionately large” child audience standards for defining when a site or service is “directed to children.”  However, as discussed below, the “primary audience” standard will determine whether a site or service can take advantage of the age-screening safe harbor established in the Final Rule.
  • Age Screening Safe Harbor:  Sites and services that fit the definition of “directed to children” but do not target children as their primary audience can be deemed not “directed to children” if they choose to age screen all users and then provide notice and obtain parental consent only with respect to those users who indicate they are children under 13.

 

 

Definition of “Personal Information”

 

  • Persistent Identifiers: Personal information will include any “persistent identifier that can be used to recognize a user over time and across different websites or online services.”  The Commission’s commentary states that the term “different” means sites or services that are unrelated or where an affiliate relationship is “not clear to the user.”  Operators are not required to meet COPPA’s notice and consent requirements if such persistent identifiers are used to support internal operations, but the Final Rule moves this exception from the “persistent identifiers” definition to a stand-alone exception.  The Commission intends this as a technical rather than substantive change.
  • Online Contact Information:  “online contact information” is defined as “an email address or any other substantially similar identifier that permits direct contact with a person online” including certain examples.  This definition is an element of personal information under the Final Rule, and also defines the scope of COPPA’s application to screen or user names as described below.
  • Screen or User Names:  Screen or user names will be considered “personal information” if they function in the same manner as online contact information.  The commentary states that this is intended to cover “direct, private, user-to-user contact” and does not cover content personalization, filtered chat, public display, operator-to-user communication, or the use of screen or user names to allow children to log in across devices or related properties.
  • Photo, Audio and Video Files:  Photo, audio, and video files will be considered personal information if they contain a child’s image or voice.
  • Geolocation Information:  Geolocation information will be considered personal information if it is sufficient to identify both street name and city/town name.
  • ZIP Code Data:  The Final Rule does not expand personal information to cover either (1) ZIP code + 4 or (2) date of birth combined with gender and ZIP code.

 

Definition of “Support for Internal Operations”:  The Final Rule adopts a slightly broader definition of “support for the internal operations” of a site or service. Specifically, the Commission has added frequency capping of advertising and legal and regulatory compliance to the exhaustive list of purposes recognized as “support for internal operations.”  The Commission has also established a voluntary process for parties to request Commission approval of additional activities to be added to this definition.

 

Parental Notice:  The Final Rule maintains that operators provide certain information to parents in the direct notice, rather than providing a link to a privacy policy.  Like the existing COPPA Rule, the Final Rule permits multiple operators to designate a single operator as parents’ point of contact in a privacy policy.

 

“Email Plus” and Other Parental Consent Methods:  The Final Rule retains the “email plus” method for obtaining parental consent when children’ personal information is used for internal purposes only.  New examples of permissible consent methods have been added, namely: electronic scans of signed forms, video verification methods, checking a parent’s government identification against a database, and certain online payment systems. The Final Rule does not adopt a specific provision regarding the use of common consent platforms.  As proposed, the Final Rule establishes a voluntary Commission approval mechanism for new parental consent methods. 

 

Definition of “Collection”:  The Final Rule expands the definition of “collection” to include “prompting” or “encouraging” the submission of information, and to provide that any “passive tracking” constitutes collection.  The Final Rule also eliminates the existing “100% deletion” standard for filtering user-generated postings in favor of a “reasonable measures” standard.

 

Data Retention and Deletion:  The Final Rule will require operators to retain children’s personal information only as long as reasonably necessary to fulfill the purpose of collection, and then to take reasonable measures to delete the information.

 

Service Provider and Third Party Oversight:  Operators will have new obligations under the Final Rule to “take reasonable steps” to release children’s personal information only to third parties (including service providers) that are (1) capable of maintaining its confidentiality, integrity and security and (2) provide assurances to that effect.

 

For more information, please contact your account manager who will get you in touch with Eloqua's privacy office to schedule an appointment or post your thoughts here and we will answer them ASAP.

 

 

-Dennis

 

------------------------------------

Dennis Dayman, CIPP, CIPP/IT

Chief Privacy and Security Officer

Eloqua

 

http://www.eloqua.com

http://www.deliverability.com

Twitter: ddayman

Twitter: deliverability

Polling questions are a great way to keep your audience engaged during a live webinar. However, if you ask the right questions, polls also provide an excellent opportunity to learn more about prospects in a non-intrusive way. And, when you capture this valuable data in Eloqua, it can be used for lead scoring, nurturing, and tailored follow-up.

 

I’ll use ReadyTalk as an example to show you the power of using polling data in your next Eloqua webinar program …

 

Ask the Right Questions

At ReadyTalk, we provide audio and web conferencing services. We conduct frequent webinars to generate and nurture leads. Two polling questions that we commonly ask during online events are:

 

  1. What are the biggest challenges you are facing with your webinar programs?
  2. How do you use audio and web conferencing in your business?

 

The first question helps us understand the prospect’s top of mind issues and pain points. We provide this data to our sales team so they can tailor their approach and have a relevant conversation with the prospect during follow-up after the live event.

 

The second question allows us to pinpoint the use case(s) of the prospect’s organization. Are they using conferencing for lead generation webinars only? Or do they also use it for sales demos, online training, or collaborative meetings? We use this data to inform the sales team as well, but we also use it to drop prospects into different nurture tracks based on use case. Here’s how …

 

Get the Data into Eloqua

The ReadyTalk app on AppCloud allows you to instantly capture webinar attendance and interactivity data in Eloqua, including each individual’s specific responses to polling questions asked during the event.

 

To automatically record polling responses in Eloqua:

 

1. Add the ReadyTalk Post-Event Connector to the post-event portion of your Eloqua webinar program:

poll post-event.jpg

 

2. Create fields on your webinar data card to house each polling question and answer:

poll 2.JPG

3. Set up the ReadyTalk Post-Event Connector to point to the appropriate webinar and then map each polling question and response to the appropriate field on the data card:

poll mapping.jpg

 

Make the Most of Polling Data

Once you have your polling data in Eloqua, the possibilities are endless. You can do things like:

 

  1. Increment a prospect’s lead score based on how they answered a question
  2. Route prospects who indicated they were interested in a demo to sales for immediate follow-up
  3. Tailor messaging in the follow-up email based on the prospect’s pain point
  4. Drop prospects into different Eloqua nurture tracks depending on their response

 

At ReadyTalk, we segment prospects into different nurture tracks based on their response to the polling question about how they use conferencing in their business. For example, those who indicated they use conferencing for online training are placed in the “Training” program, those who selected lead generation webinars are placed in the “Marketing” program, etc.

poll nurturing.JPG

 

Hopefully, this article has sparked some ideas about how you can get more out of your next webinar by leveraging polling data in Eloqua!

Important: This Cloud Connector/Component will be decommissioned  after March 31st 2017. Please install the replacement app.

See HERE for instructions on how to install and use the Vidyard Cloud Component for Eloqua.

Sorry dliloia I used a bad word. But sometimes it has to be said. Email Blast. Ha – said it again! Is there some kind of swear jar I should be putting a quarter in to?

 

In my journey to roll out Eloqua to more of the business units that I serve I have found myself embarking on a journey I am sure many of you have traveled before – the journey to change the mindset of one-and-done email marketing evangelists.  

I had the good fortune of having some fabulous Eloquans on site for a one day workshop with some of my vertical marcom managers.  Thank you leedavis Vanessa Shayan-Oracle and Ray Erickson-Oracle for making me a very happy customer.

 

Here are some details about how the workshop was structured and why it was successful at transforming some non-believers into modern marketers.

Workshop Agenda:

  • Theory, best practices and case studies
  • How to white board a campaign
  • Campaign white boarding exercise
  • Report out to key stakeholders

 

Keys to Success

  • Tell them what you going to say. Tell them. Tell them what you said. Having a one day workshop to map out campaigns will never be successful if the proper foundation is not laid in advance. Prior to entering the workshop I held three pre-workshop meetings. one focused on educating the participants about what they were going to learn, another focused on  the expectations for the workshop and a third on how they can prepare to ensure they get the most of the day.
  • Make sure everyone in the room feels like they are the only one you are talking to – also known as respecting the differences of your audience. Lee Davis did a fabulous job of getting all of the attendees to actively participate.  The four marcom managers who participated in this workshop all represent different vertical markets and in some cases different product lines. Treating everyone the same or using one as an example would certainly alienate the other participants and lead to people tuning out. By working with Lee in advance of the workshop day, she was prepared to manage this type of diversity. No one was spared from actively participating during the morning portion of the workshop which focused mainly on theory and case studies. In the afternoon, we started off by white boarding a campaign together and once everyone understood the concept, we broke off in to four groups so each marcom manager had the benefit of one-on-one counseling. This enabled each person to walk out of the session with a campaign they could implement and advice specific to their unique challenges. Imagine if one person got to white board a campaign and the others were told to go back to their desks and do something similar after hours of just being a member of the audience.
  • Keep is small. We spent the majority of the day working with just four people in my organization and then we brought in their bosses and business partners for a one-hour report out at the end of the day. This helped us to stay focused during the white boarding session and also enabled us to socialize the concept with the wider organization. Ever hear the expression too many cooks in the kitchen? This time around I believe we had just the right number.

 

What we created:

Six campaign flows – in two hours!

  1. Welcome
  2. Education 
  3. New Product Introduction
  4. Awareness
  5. New market entry
  6. Customer Appreciation Event


Why I am a #veryhappycustomer

  • Following the workshop I got positive feedback from the participants. Always a good thing to know that the nine hours you took from someone’s day was worth it.
  • The person who I thought would be the toughest customer ended up being the one who was most engaged in the discussion and the first person to follow up with me after the workshop!
  • The campaign flows we developed are already being shared with other parts of my division and I already have a request to run a similar education/white boarding session for my team in Australia. (Too bad it will have to be via a web meeting!)

 

How you can do this too:

  • Recognize the differences in your organization. One-size-fits all approaches will rarely be successful.
  • Socialize the concepts over time. Give your business partners an opportunity to digest the concepts and reflect on how it applies to their area of focus.
  • Provide your business partners with planning tools and guidance.
  • Ensure expectations are clear.
  • Make yourself available for future planning support.

 

I am very happy for the success of the efforts so far. The true test comes now -  keeping the excitement and getting these campaigns built and executed. I will be sure to keep you all posted on our progress!

Scenario:

 

You have activity writing enabled in Eloqua so when someone submits a form it writes it as an activity to the CRM. Another example, you have email click through enabled so when someone clicks through an email you have it written to the CRM.

 

Problem:

 

You have a few internal forms, blind form submissions, cloud connector form submits that you do not want written to the CRM. An example is, I just created a form that salespeople will be submitting on behalf of the contact in order to clean up their data in Eloqua and trigger a few Eloqua processes but they do not want this form submission activity written back to the CRM because the actual lead/contact did not do it.

 

This article will explain how to turn off or modify activity writing for form activity but remember it can be applied to other activities as well. (Email click through, Email Open and Email Send)

 

Note: The form will still be considered a form submit in Eloqua. It will show up in a filter as a form submit if you are segmenting on 'submitted a form', it will count in lead scoring/program builder as a form submit, it will show up in the contact activity record and it will show up in Prospect Profiler BUT it will not write an activity to CRM.

 

How to do it:

 

1) Navigate to the CRM integration area in Eloqua

 

Setup --> Integration --> Outbound --> Expand Activity on the left hand side

 

 

 

2) Click on Form Submit

 

You will see the following screen:

 

 

This screen shows you what external calls (activities) will be executed when someone submits ANY form in the database. The Eloqua default will create a task 'Form Submit' on the lead and on the contact. This activity will then show up on the relevant CRM record if the person has a lead or contact in CRM.

 

What is important and not clear about this screen is: If you choose a specific form in the drop down list and either set the external calls (activity) to none or choose different external calls. That particular form will not be part of the 'ALL' category anymore and these external calls under 'ALL' will not be applied anymore.

 

3) Use the drop down menu to select a specific form

 

 

4) To set this form to have no activity writing: Click 'Add Existing External Call' at the bottom right of the page

 

 

It should now look like this:

 

 

5) Click Save --> Also on the bottom right of the page

 

6) Now this form will have no activity written to CRM when someone submits the form.

 

Note: The form will still be considered a form submit in Eloqua. It will show up in a filter as a form submit if you are segmenting on 'submitted a form', it will count in lead scoring/program builder as a form submit, it will show up in the contact activity record and it will show up in Prospect Profiler BUT it will not write an activity to CRM.

 

** If you want to write a custom activity for this form to CRM, (not the activity under the 'All' category) you can also just select the external calls from this screen and save it. This form will not be under the 'ALL' category anymore, it will be over ridden by the External calls saved on this screen.

 

Remember you can do this for Email Open, Email Click Through and Email Send also for specific emails.

 

All forms you do not do this for will remain under the 'ALL' category and any External Calls setup under the 'ALL' category will be executed. Any new forms created will also be under the 'ALL' category unless you follow these instructions for the specific form.

 

I hope you found this empowering and will now go and customize what activities you are sending to your Salespeople in CRM.

 

Omar Hassanali

Senior Product Consultant - Eloqua Expert Program

OhKyleL

Clean Data Webinar

Posted by OhKyleL Dec 12, 2012

If you are like me you are struggling with getting or keeping your data clean. Ran across a link for a Webinar / Sales Pitch for Data.com last night. Since we are already Data.com customers thought it might be useful to see if there is something I can be doing better. Below are the details for the Webinar and a link to register. It is later this afternoon, 10:00 PDT

 

Live Webinar: December 12 - 10:00 AM PDT

Nucleus Research's Rebecca Wetteman and Data.com present how essential good data is to your company's sales growth.

Don't miss out on this informative webinar where Rebecca Wetteman of Nucleus Research and Data.com will reveal the necessity of having high quality data—and tell you how to get it. We'll also be covering what you need to do to get ready for the exciting innovations Data.com has on the way for social selling.

Rebecca Wetteman will discuss:

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The five steps companies can take to leverage clean data

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How to use data to plan a sales management strategy

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How social data is key for sales prospecting and account management

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Getting ready for Data.com's Social Key

 

Speaker

Rebecca Wettemann, Vice President, Nucleus Research


Learn to increase productivity through better business data - Salesforce.com

shanelab

Which List Wins?

Posted by shanelab Dec 7, 2012

We have had an ongoing discussion about which list provides the best results with our stakeholders. There a few changes you can make to the way that you create your segments and how your report that has helped us respond with data.

 

For our business, we created different segments to enroll in a campaign by business unit and by list source. This may create a little bit of a mess on the campaign canvas, but I promise it will be worth it.

 

Once this is setup and the campaign is running you can use campaign analysis by segment (Listed under Eloqua Insight > Reports and Dashboards > Campaigns > Campaign Analysis).

 

This will give you all of the engagement statistics below that you typically get, but will also show the breakdown per segment.

 

campaignbysegment.jpg

 

 

This is an easy function that is in the system, that can help to tell the story of which list wins.  Any other features/approaches you have found to answer this question?

We had a great webinar today where jomoon from Eloqua, 1121730 from Compendium, and Mike McKinnon from ReadyTalk shared 10 tips for taking your Eloqua webinar programs to the next level in 2013. In case you missed it, here is a recap of some of the top tips from the event. Want all of the details? You can view a playback of the full webinar here. I have also attached a snapshot of a sample Eloqua webinar program.

 

Tip #3: Leverage Social at Every Stage

Adding social to the mix throughout your webinar can make a real difference in results. Extend your reach by encouraging your audience to share the event with their network. One of our customers increased registration numbers by 111%, blew away their registration record by a whopping 246 people, and nearly doubled their attendance numbers simply by adding social sharing buttons to their webinar landing page and emails.

 

eloqua_social.png

Here are a few other ideas for weaving social into your next online event:

  • Increase landing page conversions by offering a social sign-on option for registrants
  • Encourage audience engagement by creating a hashtag for the event, including it on every slide, and asking people to join the conversation on Twitter
  • Make it easy for your audience to share your message by including easily tweet-able statements that concisely communicate key points on each slide
  • Reach a broader audience with your recording by posting it to your blog, LinkedIn, Facebook, and Twitter after the live event

 

Tip #4: Make “Add to Calendar” Easy

To increase attendance rates as your webinars, be sure to include an ICS file with all of the information people need to join the meeting (including their unique “join meeting” link)  in the confirmation and reminder emails you send from Eloqua. This makes it easy for registrants to add the webinar to their calendar so they don’t forget to attend and very simple for them to join the event with the click of a link in the calendar item. When Compendium started doing this for their webinars using the ReadyTalk Cloud Connectors, they saw a 15% uptick in attendance rates. Pretty impressive results!

 

eloqua_ics.JPG

 

Tip #7: Use Polls to Capture Qualifying Data

Polls are definitely a great technique for keeping your audience’s attention during a webinar, but they also provide an opportunity to learn more about them to help in the selling process. Ask the right polling questions during your webinar and then pull each prospect’s responses into Eloqua to drive lead scoring, segmentation into different nurture tracks, follow-up workflows, etc. For example, at ReadyTalk, we may ask people how they are using web conferencing in their business and then segment people into sales demo, online training, and marketing webinar nurturing programs based on their response.

eloqua_poll.png

 

Tip #8: Make the Most of the Recording

Creating compelling content for a live webinar takes a lot of time and energy. Extend the life of this content by making the most of your webinar recording. Just last week, ReadyTalk released a major upgrade to our integration with Eloqua. This new version makes it easy to create a unique playback URL for each Eloqua Contact, include it in webinar follow-up emails sent from Eloqua, and capture data on how long that person watched your recording. You can also use the integration to run standalone Eloqua programs to promote your on-demand webinar content.

 

Tip #9: Go Beyond “Thanks” and “Sorry” for Follow-Up

Using Eloqua for post-webinar follow-up opens up a world of possibilities beyond the standard “thanks for attending” and “sorry we missed you” emails that most marketers send today.r

 

Here are a few ideas for more sophisticated follow-up options:

• Use attendance duration data to trigger more tailored follow-up emails based on how long each prospect attended the event.

• Segment prospects into different nurturing tracks based on their response to a specific polling question about their top of mind issues.

• Increment each prospect’s lead score based on how long they viewed the webinar recording.

 

eloqua_followup.JPG

 

Now that you’ve seen some of the tips from Jody, Kaila, and Mike, what would you add to the list?

Websites are cookie monsters. They just love to set cookies to maintain login status, navigation around the site, and—the stalker—for tracking purposes. By now, global and EU companies alike should be aware of the EU Cookie Directive and what the law states.

 

Member States shall ensure that the storing of information, or the gaining of access to information already stored, in the terminal equipment of a subscriber or user is only allowed on condition that the subscriber or user concerned has given his or her consent, having been provided with clear and comprehensive information… about the purposes of the processing.


The Realization

NetApp takes data privacy very seriously. We highly value and respect our customers privacy, and we handle their information with extreme care.  But with that in mind, we also need to know how to market to our customers. When we initially heard about the EU Cookie Directive, at least a year before it went into effect, we were uneasy about it. Our first questions were around reporting. Many of you probably had similar questions. What impact would this law have on our reporting? Without Eloqua cookies or other reporting cookies, how much information about our users’ behavior would we lose? The UK Information Commissioner’s Office (ICO) showed that 90% of their visitors did not accept cookies. After seeing the ICO’s results, we pondered how to minimize this impact on NetApp.

 

Research

Like many companies, we waited for a while to see how the law would change or be enforced.   But, as we got closer to May 25, 2012, we realized that we needed to get started. With close guidance from our lawyer, we kicked off a project that would address this directive and still allow us to do business. As part of the Marketing Automation team, our first thoughts were about Eloqua; however, the law states “all cookies,” and we very quickly realized that this is a bigger issue.  We needed to research our sites before we could determine the best approach.

  • We worked with our Web development team and asked them to research NetApp’s cookies:
    1. How many cookies do we have, and what are they used for?
    2. What type of cookies are they?
    3. How intrusive are the cookies?
    4. Could the site function without cookies?
  • We looked at how other companies were handling this directive; at the time, there wasn’t a lot of information about this.
  • We looked at our reports to see what percentage of our visitors will be affect by this law.

Our Approach

Test

Our objectives when implementing the directive in our site were first to fully comply with the law and second to find a solution so that users would want to consent to cookies to being placed on their machines.  The best way to find out what users will do is by testing.  We worked with many teams across NetApp, including branding, design, usability experts, editorial, Web development, and our lawyer to come up with four different solutions to test. Our hypothesis was that either a banner or a popup would work best for our site. Within those two presentations, we created an opt-in and an opt-out scenario, creating a total of four presentations. Also, the law affects EU citizens, so we decided that our target audience for testing would be anyone who comes to our US or UK site from an EU domain. Using Adobe Test and Target, we displayed to each user one of the four cookie consent messages and reported on the acceptance.

 

Conclusion

Since the law affects only EU citizens, our solution means that anyone with an EU domain who  goes to our US site or to one of our EU sites sees the winning cookie consent message. Our testing showed that the popup with an implied consent had a 60% acceptance rate, which was 187% greater than the runner-up solution.

Advice

 

Our advice is to create a strong working relationship with your corporate and compliance lawyers. Help them to understand the business goals so that they can direct you to on how to comply with the law but still get the reporting and functionality needed to run your business. If it weren’t for the respect and trust that we have with our lawyer, I don’t think the project would have gone as smoothly as it did.

 

Second, educate executives on the law and be honest about the impact it might have on the business,  both from a reporting perspective and from a legal perspective—that is, what could happen if the issue not addressed.

 

Third, work with the different countries that are affected by this law to make sure that they understand it and are comfortable with your solution. They need to buy into it as well.

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