Pardot

Category: Pardot

Getting Started with Pardot – Part 20 (Avoid Playing Hookie – Understand the Role of Cookie in Opt-In Consent Banner for GDPR Compliance)

Posted at 9:14 AM by Rakesh Gupta, on September 10, 2019

Cookies – Yay!! Sorry to disappoint! But, here, we are not referring to a Chocolate Chip cookie!! A Cookie, in this article, refers to a piece of information, stored as text strings, on the visitor’s web browser while they browse your website.

Examples of Cookies

Cookies are most commonly used to track website activity to gather information about which web pages are used the most. Or, which pages are collecting the most repeat hits.
Cookies are also used for online shopping stores. They often use cookies that record any personal information you enter, as well as any items in your electronic shopping cart, so that, you do not need to re-enter this information each time you visit the site.
Service providers can use cookies to provide personalized web pages by storing selected preferences at a website in a cookie.

What is GDPR?

With the onset of General Data Protection Regulation (GDPR) you, as a website owner, must obtain, and store, ‘cookie consents’ from your visitors from the European Union (EU), Ireland, Lichtenstein, Norway, and Switzerland – if you are using some tracking software to track their activities. GDPR gives website visitors more rights and control over how their data is processed.

Who Does GDPR Apply to?

GDPR applies to businesses that target the European Union (EU) data subjects. This means that the new privacy law – GDPR – applies, not only to organizations operating within the European Union (EU) but, it also applies to all the businesses worldwide that target individuals in the European Union (EU).

What are the Consequences of Violating the GDPR Regulation?

Businesses that violate the European Union (EU) GDPR face a maximum penalty of €20 million ($23 million) or 4% of their annual global turnover (whichever is higher).

The largest penalty, so far, was issued on January 2019, when Google received a GDPR fine of €50 million for not fully informing users how their data would be used when they set up its Android operating system.

What is GDPR Compliance?

Complying with the European Union (EU) GDPR means that, businesses have to ensure that data is collected legally. That is, the businesses must inform users (1) how their data is collected; (2) how will it be treated; and, (3) last but not least, how it will be secured (i.e., protected from breaches).

What is a cookie consent banner?

As mentioned, under the regulations of GDPR, companies must ask users’ permission to track their activities and process their data.

Getting Started with Pardot – Part 19 (Savvy Marketers Soar with ‘Less is More’!)

Posted at 1:15 PM by Rakesh Gupta, on February 6, 2019

You are preaching to a choir if you are advocating ‘less is more’ to a savoir-faire marketer! Marketing automation tools are delivering ROIs beyond expectations. The tools are enabling seasoned marketers to (1) create content for their website with ease; (2) generate relatively relevant high-volume leads; (3) foster Email marketing; and, (4) leverage the power of segmentation and scoring to winnow out less than promising leads. Keenly aware, that none of the automation magic would eventuate with stale leads, astute marketers guard, quality and quantity, of their leads like a hawk! And, you should too!

At times, on the Salesforce Trailblazer Community, I come across questions like:

My prospect limit in Pardot overreached, what options do I have?
I’m ready to reduce my prospects – what next?
My list doesn’t have good open/read % rate – please help!

Got Mailable Prospects?

Ah! Mailable prospects – ones, that can receive emails from Pardot because either they have (1) not unsubscribed;(2) have not had (one) hard or (five) soft bounces; or (3) have not manually opted out. Pardot only counts mailable prospects as part of database limit.

Crossed Mailable Prospects Database Limit? Now What?

You could opt for the following stop-gap options:

Purchase additional storage for burgeoning list of prospects.
Prune excess database contacts within 10 business days.

However, the keyword in the options listed above is ‘stop-gap’. Because, until and unless you optimize your list, you will continue to encounter storage issues. In this article, we will discuss various optimizing strategies so that you can build a robust mailable prospects list and, simultaneously, avoid hitting against the database limits.

Get Notified Before Exceeding Mailable Prospects Database Usage Limit!

When you approach your database limit, Pardot starts displaying a message within the in-app message as follows.

Posted in Pardot | 0 Comments

Automation Champion

Category: Pardot

Getting Started with Pardot – Part 20 (Avoid Playing Hookie – Understand the Role of Cookie in Opt-In Consent Banner for GDPR Compliance)

Posted at 9:14 AM by Rakesh Gupta, on September 10, 2019

Examples of Cookies