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Considering Building Your Own Enterprise Preference Management Solution? It’s Trickier Than You Think.

Type: Blog

Considering Building Your Own Enterprise Preference Management Solution?If you’re considering building your own enterprise preference management solution, there are a few possible implementation obstacles you should be aware of. Some potential tricky areas to consider include:

  • Regulatory compliance requirements: Marketers face the tedious task of complying with a myriad of state and federal “do not contact” laws. Compliance is not an option; companies who ignore these laws face the risk of significant fines, undesirable publicity and loss of consumer trust. So, in addition to building a technology infrastructure for preference management and gaining stakeholder buy-in, marketers must also have the ability to collect, manage and archive privacy choices for state, federal and industry regulations.
  • Gaining executive buy-in: Enterprise preference management affects each 
department or business unit differently, you must educate all of the stakeholders including marketing, IT, legal, and customer service. They need to understand the importance of this initiative and the benefits it will offer.
  • Organizational priorities: Enterprise preference management is not a one-time project; it is an ongoing activity. You must ask yourself if you have the internal resources to build and maintain an enterprise preference management solution. Initial development can take two 
to three years and cost millions of dollars. Ongoing tasks include collecting, managing and sharing the preferences among departments and business units, and maintaining 
compliance with relevant state and federal consumer privacy legislation.

If you have questions or need more detail, please contact us! We’re happy to help discuss your options with you.




About the Author: 

Eric V. Holtzclaw is  Chief Strategist  of PossibleNOW. He’s a researcher, writer, serial entrepreneur and challenger-of-conventional wisdom. Check out his book with Wiley Publishing on consumer behavior – Laddering: Unlocking the Potential of Consumer Behavior. Eric helps strategically guide companies with the implementation of enterprise-wide preference management solutions.

Follow me on Twitter: @eholtzclaw | Connect on LinkedIn: Eric Holtzclaw


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