Dialog Insight collects a lot of data natively, including clicks and openings in an email, with the purpose of measuring campaigns' performance. By default, this data is linked to contacts who interact with your content and can be used in order to target these contacts or compile statistics.
However, collecting data is getting more enforced by laws (GDPR and Law 25) that require the possibility for a contact to withdraw from the automated collect in any form. Dialog Insight offers, in this sense, a system to allow the contacts to withdraw from the behavioral tracking in the communications (clicks, openings, etc.) for all channels. This option anonymizes the behaviors but does not affect the statistics on your communications. The actions will not be linked to a contact. In that manner, the contacts' statistics will display how many contacts did an action anonymously.
Behavioral tracking works similarly to opt-in management: the module adds fields to the project in order to track the consent status of the contact and the consent history for the purpose of auditing. The module also features opt-out methods. When sending messages, tracking consents will apply automatically.
Activate Behavioral Tracking
In the Contact Tools section, spot the tool Behavioral tracking and data protection and activate it:By activating the behavioral tracking module, it generates essential tables and fields for tracking contacts' consent, including 2 administrative fields for contacts:
- hasTrackingConsent - Tracking consent: True/False type field
- dtTrackingConsent - Date of tracking consent
By default, contacts who did not withdraw from tracking will be tracked (opt-out mode). If you prefer, you can toggle to opt-in mode to force tracking only on contacts who opted-in.
You can change the default method. First, go to the configuration menu and click on Edit:
Then, select the method you want to use:
The behavioral tracking consent can be managed using imports from external systems, API calls or forms available in Dialog Insight's platform. Here are different options to manage consents:
You can use administrative fields (hasTrackingConsent and dtTrackingConsent) for mapping or importing the updated status of tracking consents. The consent will be accepted if the consent date is not a greater value than the field at the moment of the import in order to not overwrite an up-to-date status:
For more information on contact import, see this article.
If you use opt-in or profile update forms, you could insert an input to ask for tracking consent. In the configuration of the form, add a field for tracking consent:
For more information on opt-in and profile update forms, see this article.
When activating the module, a new section Behavioral Tracking opt-out is added in Workflows > Other Forms. In this section, you can configure the behavioral tracking opt-out form as you would for a standard opt-out form.
Here is an example of a standard behavioral tracking opt-out form: You can integrate a link to the form in your communications. For more information on customizing this form, see this article.
You can also give the option to contacts to withdraw from behavioral tracking using the opt-out process. In the opt-out form editor, click on Offer the option to opt-out from behavioral tracking:This option will display a text at the bottom of the opt-out form with a link to the behavioral tracking opt-out form.
See status and consent history
Behavioral tracking status is displayed in the contact profile: Accepted, Refused or Unanswered. For more information on contact profiles, see this article.
The status appears at the bottom of the Profile section:
The history of Accepted and Refused is listed with the date, action and source. You can consult it at the bottom of the Consents section:
See sending results
You do not need to set additional configurations for message sendings. The system automatically applies behavioral tracking conditions for contacts.
In the results, since the tracking data are from anonymous contacts, global results are not affected. However, contacts who refused to be tracked are not included in the list of contacts, but they will be counted in the total of contacts in the legend and will be identified as untracked contacts:
In the contact profile, contacts who refused tracking will be identified as non-targeted by the message sending. It is impossible to see if the message was sent to these contacts.
When Behavioral tracking and data protection feature is enabled in a project, a new option is added to the configuration parameters of an injection rule that allows you to prevent the rule from being applied to contacts who do not wish to be tracked. You should know that not all injection rules have to be restricted to tracked contacts. Make sure to enable this option for each rule you want to apply it to. To learn more about injection rules, see this article.
Effects on Other Modules
As mentioned at the beginning of this article, Dialog Insight captures actions and uses them to target contacts. This type of targeting is often used for re-engagement or loyalty campaigns. However, contacts who refused behavioral tracking are considered as not targeted by sendings. This way contacts who refused are excluded from this type of targeting. Moreover, since sendings are not attached to a contact, segmentation tools will not work for these contacts.
Groups and Scoring
When a contact is not tracked, behavioral clauses that rely on this information will not be able to target contacts who refused tracking.
For campaigns as well, conditions nodes for behavior will exclude contacts.
Since sendings are anonymized at the source, you will be able to use segmentation of sending results with contacts' criteria.
The potentially affected tools include: